Zero Strays Miri
A non-profit animal welfare organization in Miri, Sarawak
Background
Zero Strays Miri became official in 2013. This NGO is aimed at reducing the population of stray cats and dogs through sterilization and advocating a no-kill practice. They strongly believe that TNR (Trap-Neuter-Releasing/Rehoming) is an effective method that can replace the conventional and cruel practice of euthanasia (killing) for controlling the population of stray cats and dogs. They encourage the practice of pet adoption as opposed to purchasing, as it not only helps them in finding a home for their rescued strays, but it also prevents the suffering of animals in puppy mills. Besides, educational talks are also regularly carried out in kindergartens and primary schools to educated children on how to be responsible pet owners and have a loving heart towards animals.
Vision
1. To make Miri city a stray-free city by 2023.
2. To have reinforced animal protection and welfare laws in Miri.
Mission
1. To reduce the number of strays and the spread of diseases in Miri through the Trap, Neuter and Release Program (TNR), zone by zone.
2. To provide shelter through foster care, and adoption opportunities for younger or injured strays in Miri who are not suitable for the TNR Program.
3. To educate the public about their responsibilities as pet owners and to cultivate loving attitudes toward animals.
4. To bring together the efforts of animal lovers to improve animal welfare and to reduce animal abuse in Miri.
2. To provide shelter through foster care, and adoption opportunities for younger or injured strays in Miri who are not suitable for the TNR Program.
3. To educate the public about their responsibilities as pet owners and to cultivate loving attitudes toward animals.
4. To bring together the efforts of animal lovers to improve animal welfare and to reduce animal abuse in Miri.
Brand Values
1. Compassion - Believe empathy-based or humane approaches to animal welfare.
2. Respect - Respect every single life of animals and people and treat them objectively and equality.
3. Quality - Provide better living condition and care to homeless or injured animals.
4. Kindness - Not seeking return for spending time and effort to animal welfare.
5. Education - Promote responsible pet ownership and raise awareness to concern about stray animals’ issue.
6. Sustainability - Ensure Zero Strays Miri will always be a resource for homeless stray animals.
7. Integrity - Committed to be honest and open to provide the accurate information and actions results to public.
Logo Development
(Some parts of development)
Logo Design
The logo shows a round shape at the top side. It is a symbol of the vision to make a stray-free city. Inside the round shape, I put the back view of strays, puppy and kitten, which are sitting on a street’s ground and hugging each others. In front of the strays is a shelter.
The back view of the sitting strays shows they are homeless and looking for a better living environment, which the shelter becomes their choice and hope. The hug aim to call the viewer’s action to give love and concern to the strays. The strays are the puppy and kitten because they are not suitable for the Trap, Neuter and Release Program (TNR).These are related to the vision of stray-free city, which Zero Strays Miri provide shelter to these homeless strays, and it is cooperated with the public’s action.
Colour Scheme
The colour of logo are the warm colours, such as red, red-orange, orange and peach, which are correspond to the brand archetype and brand personality. Red represents love, energy and passion. Red-orange represent action. Orange represent enthusiasm. Peach represents good manner. These colour are mainly represents warmth.
I used red as dominant of logo colour because red is attractive and powerful colour, which can catch viewer’s attention to the brand and stands out. Besides that, I used white in shelter to represent a hoping light from the shelter to the strays. It also give emphasis to the important of a shelter to strays.
Typography
At the down of symbol logo is the brand name and tagline. The font used in brand name “ZERO STRAYS” is Gilroy ExtraBold, which in all caps form to give sense of trustworthy. The font used in tagline “We Strive For Zero Strays, The Humane Way” is Quicksand, which rounded letterforms give off a warm and inviting appearance. The fonts that I chosen are sans-serif font, which give the readability. Furthermore, the fonts are well corporate with the contrast between bold and lighter letterforms.
Stationary Items
Business card, letterhead & envelope design
Media Items
Poster, billboard & online banners design
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