Concept Narrative 

This project focused on designing a new logo and branding identity for the Italian Greyhound Rescue Foundation. I began by researching various non-profits and chose this organization due to its long-standing history and outdated logo.

The design process started with 20 black-and-white thumbnail sketches, which I narrowed down to six and refined in Adobe Illustrator. I then created eight color explorations of the refined logos. After receiving feedback, I selected the final logo and proceeded to design collateral materials, including letterhead and business cards, ensuring they aligned with the non-profit's identity by incorporating elements like a dog leash, treats, and a bowl of dog food.

For the branding, I chose orange and brown. Orange is associated with animal rescues and conveys positivity and energy, while brown signifies stability and reliability. The modern fonts were selected to help usher the foundation into a new era.

The final logo is dynamic yet legible, accurately representing the non-profit and the breed it specializes in. The overall branding effectively conveys the essence of a dog rescue. If I were to redo this project, I would invest more time in research and explore additional ideas during the thumbnail stage.