Speculative project by Lara Lee for courses at the University of Maryland.
Open Heart Parrot Rescue is a fictitious non-profit animal shelter specializing in rescuing and re-homing parrots. It faces the unique challenge of supporting rescue birds, a pet that most animal shelters don’t accept. Open Hearts Parrot Rescue owes its success to its supporters, but it always looking to grow its community, both in parrots and people, to meet the ever-soaring demands.
Since Open Heart Parrot Rescue doesn’t have any pre-existing materials, it required a logo design first to reflect its identity as a compassionate and vibrant non-profit avian sanctuary. It needs to be easy for consumers to recognize and sympathize with its brand. Then, Open Heart required a website design to expand its newfound brand to online consumers and supporters. This of course needs to be attractive and optimistic, yet still convey a sense of excitement and urgency to contribute to Open Heart’s benevolent cause.
Custom illustration would help make Open Heart stand out from several other animal non-profits.
I knew from the beginning I wanted to logo to portray two beings—parrots often partner for life, whether with a parrot “spouse” or a human companion. Looking at real-life is always a great source of inspiration.
I started drawing on paper. The logo design is full of additional visual meanings. The subject, colors, proportions, and fonts were all strategically selected.
For example, I selected a mixture of typefaces that convey closeness and a hands-on experience. The brush font has an earthy, organic, free-spirited vibe. The all-caps, condensed font conveys closeness and trusted authority.
Embedded within the final, digital macaw shapes are Golden Proportions, such as the curve of the head and body of the left macaw, as well as the concentric circular shapes of the red eye feathers, as well as implied hearts and wing shapes.
For more Golden Proportions in my logo designs, see the SWANA corporate logo design.