Patriots & Paws:
A Brand Manual for Impact
Summary
Patriots & Paws is a nonprofit organization in Southern California that provides rescued companion animals and home furnishings, free of charge, to veterans, active military members, reservists, and their families. The goal of this project was to modernize and create a more professionally developed brand.
My Role
Design a new logo, establish a cohesive brand identity, create stationery and apparel designs, and develop a brand manual.
Logo Process
This project emphasized experimentation and exploration to develop a well-crafted logo for Patriots & Paws. I explored multiple logo forms, including logotypes, logo marks, and monograms, while applying techniques such as distortion, fracturing, separation, and layering. Through research and iteration, I tested various design styles to refine the visual identity, ensuring the final logo was both modern and representative of the organization’s mission.
Competitive Analysis
To strengthen the Patriots & Paws brand, I analyzed similar nonprofit organizations supporting veterans, studying their visual identities, messaging, and branding approaches. This research helped identify opportunities for differentiation while ensuring the new branding remained professional, compassionate, and recognizable within the veteran support community.
Brand Manual
The Patriots & Paws brand manual serves as a comprehensive guide to maintaining the organization’s visual identity. It outlines key branding elements such as logo usage, typography, color application, and design principles for both print and digital materials. By providing clear guidelines, this manual ensures consistency while allowing flexibility for creative and impactful brand representation.
Apparel Designs
In the apparel designs, I played with the full spectrum of the Patriots & Paws color palette, pairing deep blues with soft pastel tones to create unique, stylish, attention-grabbing combinations. This blend brings together a sense of professionalism and patriotism, with a modern twist.
Stationary Designs
For the stationery designs, I created two distinct sets for different purposes. The first set, for casual use, features a clean white background with subtle light blue accents, giving a fresh, approachable feel. The second set, designed for formal applications, combines dark blue and pastel blue for a more sophisticated, professional look.