The document describes the development and iterations of a logo design for an animal cruelty prevention campaign. The first logo featured common pets to make it more personal for viewers. However, the designer wanted to feature other abused animals as well. The second logo incorporated the earth to represent all animals' shared planet. It included cats, rabbits, elephants, and whales. Further iterations added hands to represent human support for animals. The final design included the charity's name and provided clearer context about preventing animal cruelty.

1. Logo Idea Generation
Jess Stanton

2. Logo One
• The first logo was created to show different animals which are affected by animal cruelty. The dog, cat and
rabbit were used as these are the 3 animals most people have as pets and so may make people more
attracted to the poster as the campaign and logo would become personal to them as the may picture their
pet. I liked this design as it involved my idea of all animals being the same and equal, by having them all
stood next to each other. However a flaw to this design was that I wanted to expand the campaign to
animal cruelty in general and for that reason wanted to use other animals other than ones you would
normally keep as pets, such as elephants and whales.

3. • After re evaluating the animals I wanted to feature in my logo, my second logo idea, was to incorporate the earth
and connote to the audience that this is not just our planet but the animal’s as well. They were here before
mankind and so have just as much right to be here as we do, I also found it fitting as animal cruelty is something
that is being tackled worldwide . I like this as a logo design as the colours not only work well together but are also
bright and will stand out against any background for a poster or a piece of merchandise. The screenshots below
show the process of producing this logo and then show the final result. The animals I have included are some of
the main ones which are either tested on, killed for their fur, or held captive however I have still kept a cat and a
rabbit in this logo as I wanted the idea of people’s pets to be seen in this logo when they look at it to still keep it
that bit personal and effective.
Logo Two

4. • I developed the logo further and added hands to give it more of a personal touch as I felt if there were
hands on the logo, it would look as if we, as humans need to support the world of animals and look after
them. I started with some simple hands with no detail to match the look of the logo however after
creating the second pair of hands realized the contrast of the detailed and more realistic hands to the
simple earth design worked in it’s favour.

5. • After this version of my logo was completed, I altered my theme for my posters turning them to a black
and red theme, a colour scheme I had thought of from the beginning of my mood board planning however
had not yet ran with the theme. I also didn’t like the previous logos as they did not state the name of my
charity or give any clear context to what the orgransation was about, something which when doing
research was a big contributing factor to other existing charity logos and so I created a new design which
gave more context and in my opinion looks more professional.