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Mercy For Animals

Rebrand
2019

For the past 20 years, Mercy For Animals has been at the forefront of a movement to end cruelty to farmed animals.

A lot has changed in 20 years. Mercy For Animals’ first meeting had four volunteers. At the time, persuading people to see chickens, pigs, fish, and all farmed animals as individuals with thoughts, emotions, and needs was overwhelming. Moving the world’s largest companies and governments to offer these animals protections seemed impossible.

But we never stopped fighting for animals, and what seemed impossible has become a reality.

People from all walks of life are embracing our vision of a compassionate world for animals. Companies, governments, and society as a whole are changing how they view animals too.

As Mercy For Animals grew and our work and society evolved, it became clear that we needed a new visual identity that fit who we are today while setting us up for decades of future success for farmed animals. We selected the well-known firm Chermayeff & Geismar & Haviv, creators of many of the world’s most iconic and enduring brands, to help us create our new identity.

The
Challenge

We believe our new logo meets a complex design challenge. Any visual identity, if it is to work and work well, must be appropriate in concept, distinctive, and accessible. This process took a lot of soul searching, vigorous debate, and adapting to the ever-changing landscape of life.

Our goal was to create a new visual identity that fit this description:

  • Modern
  • Regionally neutral
  • Broad in scope and inclusive
  • Displays clearly on all relevant media and materials

After over 100 hours of interviewing internal and external stakeholders and auditing our materials, we uncovered four attributes our core and visual identity needed to represent:

  • Compassion
  • Progressiveness
  • Authoritativeness
  • Innovation

New
Visual
Identity

Mercy For Animals’ visual identity is made up of many elements of visual communication that contribute to our overall impression on people as a brand. Our visual identity must be consistent and optimize quickly to add visual distinction and ownability to our name and mission. The logo increases visual impact and functions as an extension of our brand.

The Symbol

The new symbol for Mercy For Animals, a blue circle bracketed by orange, suggests a guarded and protected earth or an abstract eye that could be human or nonhuman.

This symbol is designed to be a strong, memorable shorthand for Mercy For Animals in all forms of print and digital media.

The Wordmark

The wordmark and Mercy For Animals symbol combine to create the Mercy For Animals logo.

Logo Color Palette

Color is essential to the Mercy For Animals identity system. Orange represents warmth and embrace, while blue represents the world.

Secondary Color Palette

The secondary color palette supports the Mercy For Animals identity and core orange and blue hues.

Gotham Book
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Gotham Book
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Gotham Book
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Gotham Book
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Typography

Typography is critical to an effective identity system. Along with the logo and colors, typography contributes enormously to the image of the Mercy For Animals brand.

Mercy For Animals’ new visual identity has been developed through careful consideration of many factors, both functional and aesthetic. With this change we will ensure continuity; high quality; and a clear, consistent identity.

New Visual Identity for a New Direction

Mercy For Animals has established three key areas of focus necessary for achieving our mission and vision. These three pathways work together to create our impact: corporate engagement, government engagement, and movement capacity building.

These three focus areas will be the pillars of Mercy For Animals and guide our work for the foreseeable future. Our goals are as follows:

Drive and ensure enforcement of legislation, regulations, and government policies that reduce suffering of animals used for food and enable increased market share of plant-based and cell-based foods

Drive and ensure enforcement of corporate policies that reduce suffering of animals used for food and enable increased market share of plant-based and cell-based foods

Build the capacity, scale, and breadth of the animal protection movement so that it is inclusive, diverse, empowered, and well-equipped to achieve our mission

We will also vigorously measure and publicly share progress toward our goals outlined in our three-year strategic plan through our Global Impact Center.

Thank you to Chermayeff & Geismar & Haviv for their remarkable creative talent and partnership.