Initial ideas

I tried to design/modify the logo by typography because it is really straightforward, which people can see easily. We decided our organization's name be "Abandoned Animal Rescue". We tried with a typeface that we have never used before which was called "Optima". The reason that we choose that was because it is a Sans-serif typeface which looks more trustful in the campaign. It looks pretty similar to Helvetica, while, Optima has a strong contrast on the thickness of strokes which is the point that attracted us. It looks simple and clean but because of the contrast of the thickness of strokes, it makes the characters become more interesting and attractive.

Afterward, we have to consider the colour that represents our organization. It was a difficult discussion because we wanted to choose a colour that is peaceful but also looks special so that people can recognize it easily. Throughout the process, we came out with a mint blue which fits to what we wanted. We were really happy with the result. The bottom right was the colour we have chosen.(It looks slightly different in here but works well on the physical outcomes).

 I looked at "The Body Shop" logo as an inspiration, so I tried to create our logo similar to it which looks simple. Worked through with the colour we have chosen, it looks really nice, I showed this logo during the crit and people really like it but they suggested that I could separate more between both circle. The colour work really well with this typeface, they are really matched together.

When we got our first version of the logo, we started to make some posters really quick otherwise we wouldn't have enough time to finish it. They were not yet finished but they were the general ideas that what we wanted the posters like.

Idea sketches

In the beginning, I sketched the really basic ideas that we want the brand/campaign like. Generally, we know that the most common animals being abandoned are dogs, therefore, our main focus was dogs. Therefore, I drew different dogs with lines only and tried to get some inspiration to development more. Basically, I wanted to join the heart with the dog so that it is more related to our organization which is an animal welfare organization.

What are the main solutions that help the most to reduce the problem

There are some ways that done by most people who wanted to help to reduce the problem.

1. Some people joined the organization called "Pilot for Paws Mission", it is an organization that brings pets from state to state and bring them to their new owner, it is similar to charity groups.
2. Social media, it is the most successful way to educate people and encourage them to care about the problem.
3. People can sign up to be a foster home to keep some stray animals.

Impacts of having animal abandonment

It is serious that animal abandonment is a huge problem over the world which can cause a lot of disadvantages.
Firstly, abandoned pets tend to get sick often easily because they don't have clean supplies of food and water or proper checkups by a human.
Moreover, there may occur human/stray animal conflict, for example, road accidents or dog bites, etc. It is true that we can often see some news about traffic accidents caused by stray animals.
Thirdly, too many stray animals can cause the shelters overcrowded. Shelters are limited, while there are stray animals sent to the shelters every moment. Across Europe, animals are being kept in overcrowded shelters no matter in inhumane and unhealthy conditions.
There are still a lot of disadvantages of having animal abandonment which needs everyone help in order to fully tackle this problem

Reason of having animal abandonment

1) People keep breeding more pets for profit another people reward them for this by paying them for these pets.
2) People do not plan how they would continue to look after the pet in the future when they buy pets.
3) People moving to a new area/ house while there doesn't allow residents to have pets so they just leave or give up their pets.

Unfortunately, animal abandonment becoming one of the top serious problems over the world now which caused a serious trend. Each year, approximately 2.7 million dogs and cats are killed because shelters are too full and there are not enough adoptive homes for these pets to live. Moreover, around 7.6 million companion animals entered animal shelters nationwide each year, 3.9 million are dogs and 3.4 million are cats. This proved that dogs and cats are the major groups that people usually giving up them.

Animal Welfare brief identification

Since animal abandonment is a huge problem over the world every year, there are many adoptable pets put to death every year such as cats, dogs and small animals, etc. Therefore, I communicated with one of my friend from University of Leeds and we will work together for this project.

We want to create something to help to reduce or educate people to know or understand how serious this problem is.

Basically, we discussed that we want to create a campaign in order to encourage and educate people in the best way, for example, we want to create a series of posters, stickers and tote bag, etc.

Similar campaign/orgainzations

Since this became a serious problem, some organization started to create some campaigns in order to tell how serious the problem is, however, the problem is worldwide but there is a lack of animal welfare organizations. Therefore the problem still occurs every year.

League Against Cruel Sports:

Due to the fact that hurting and killing animals for ‘sport’ is one of the principal causes of animal cruelty in the UK, hence, the organization is here to protect these animals by different ways.

1. Investigate animal cruelty, often working at great risk, exposing and helping to bring to justice those behind illegal hunting and dog-fighting.
2. Campaign for stronger animal protection laws, and have successfully seen off attempts to weaken the hunting ban.
3. Educate members of the public, government officials and elected representatives across the UK so that they better understand the ways in which animals benefit us all. This is the most common way and the most efficient way to tell the general public.
4. They protect hundreds of thousands of animals including foxes, badgers, deer, and hares in their wildlife sanctuaries and areas where they own the 'sporting' rights, covering thousands of acres.

Personally, I really like their new logo, it looks simple, the shield is really meaningful because it gives a strong emotion to viewers that about the protection to animals.

10 briefs initial ideas

At this point as most of us are working on our COP project so we didn't think about this too much, however, I have some basic idea about what I want to do on my 10 briefs.
In these 10 briefs, we need to do at least 1 competition brief, 1 live brief, 1 internal collaborative brief, 1 external collaborative brief and 1 research brief.

1. Animal Welfare brief (External Collaborative brief)- Working with my Korean friend who studies at University of Leeds
2. Japanese restaurant in H.K, menu design, etc. (Live brief)- Working for a client in H.K
3. 2020 Tokyo Olympic celebration (Internal Collaborative brief)- Working with someone who is doing Fine art.
4. YCN competition brief (Competition brief)
5. Japanese Comic and animation research brief (Research brief)- For example, the background history of Japanese comic, how does it transform to those nowadays, etc......
6. Rebrand-Extended brief based on COP3 (Live brief)
7. Japanese Heisei period anime celebration (Live brief)
8. Japan University research Brief (Research Brief)
9. Branding design for a photographer from Hong Kong (Live brief)
10. Japanese Sakura Festival Vol.3 brands design (Live brief)

Statement intent

Since I decided this is one of my collaborative projects was because I think animal abandonment is a really serious and many people known already, however, there is still lack of campaign to tell the general public about the problem so I want to work with someone who also is a "Pet Lover". I believe they will have more interesting ideas over this project.

I decided to work with one of my Korean friend who is currently studying Graphic and communication design at the University of Leeds, her name is Yeju Choi. Moreover, as we are studying the same course but at a different university but we can learn from each other in more ways by this point because every university has its own teaching system.

I am thinking because there is a lack of campaign/advertising to educate the general public no matter physically or digitally. Therefore, we want to create something physically and also digitally to tell and educate people about this problem. It is true that digital media is a really good platform to introduce or show the campaign to the general public. Everyone has their smartphone and computer and I am sure they use social network systems such as Facebook, Instagram or snapchat, etc everyday at least one time. Hence, if we can show them our campaign through these systems, many people are able to see it.