Understanding what sets your brand or organization apart from its competitors is essential to building a strong communication strategy. If there's no clear voice associated with your brand, then one needs to be created.
In my non-profit's case, Second Chance Animal Sanctuary Norman, an obvious persona already exists. The organization's Facebook page boasts a 4.7 out of 5 stars, and individuals who left reviews raved about the quality of care afforded to the animals and the stellar employees/volunteers behind the scenes.
When creating any sort of visual image for Second Chance, I believe it's important to emphasize the non-profits openness and warmth by utilizing warm colors. The color red is already employed throughout their social media and website, so a continued usage of the color would keep their brand recognizable. In addition, their logo appears to be a bit outdated. It's suitable for the website, but a smaller adaption would be better for business cards and letterheads. The outlines of a dog and cat match their objective. However, my first thought was to select a sans serif font and to incorporate the pets into the letters. Or, it might even be more efficient to wrap text around the outline of the pets.
Sans serif fonts are more playful and give a more friendly impression. Serif fonts, on the other hand, tend to be more serious. Second Chance is, indeed, serious about its mission of helping animals find their forever home, but potential customers and volunteers ought to feel welcome before getting involved with the organization.
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