Best Friends Rescue
Dynamic Brand Identity
2023
Best Friends Rescue (BFR) is a small scale, non-profit registered charity founded in 2003. They are dedicated to saving and re-homing abandoned dogs and cats in Brisbane, the Gold Coast and surrounding areas in Queensland, Australia.
This concept is modern and fun, with a bright, highly saturated colour palette and playful energy. The aim is to highlight the joy of bringing a pet into your life.
I took inspiration from aspects of the Best Friends Rescue original logo and style. The beginning of some of these ideas were expressed through their website and community social media.
Logomarks
Primary Brandmark
Reversed Brandmark
Colour
The Primary colour of sunrise orange represents energy and positivity.
Sunrise Orange with white should be used in the first instance and should represent 60% of all branding.
Primary
Midnight blue should be used to compliment the primary colours, adding contrast to signage and other collateral.
Midnight should be used for uniforms and other areas where a darker colour may be required.
Secondary
The accent colours, Sand and Sky, should be used sparingly. These colours should be primarily used for a call to action or to highlight important information. Pops of Sand and Sky can be used through social media to add a playful, fun energy.
The accent colours should never be used together, or on top of Sunrise orange, or for any version of the logo.
Accent
Symbols & icons
Photography
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Stylised
These images give off a playful energy, expressing the joys of pet ownership. This style should combine stylised images of dogs playing with dogs on plain, branded colours for quotes and information. This style should be used across social media, websites, and collateral.
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Real Dogs
Photography of real-life dogs receiving support from our organisation. This type of image typically features dogs who have been recently rescued or injured, or are in need of a foster or forever home. Such visuals often evoke empathy and remind the public of the charity's purpose.
Social Media
Thoughtful and heartwarming photography is carefully selected to build an emotional connection with the audience. Graphic icons and paw prints add playful elements. Each tile serves a purpose, whether to educate, promote adoption, or grow the community; they work together to tell a unified story. Branded highlight covers are labelled, making it easy to navigate key topics, such as “Adopt,” “Foster,” and “Community.”
The design is visually engaging, strategically structured, and deeply aligned with the mission of animal rescue and care.
Website
The website redesign aimed to create a cohesive and visually engaging platform that accurately reflects the brand’s personality and values. With a refined layout and consistent colour palette, typography and imagery, the site now tells a compelling story that resonates with the target audience while reinforcing brand recognition and trust.
Merchandising Opportunities
Stationery & Uniforms
Advertising
