Corporate identity of charitable organizations for helping homeless animals

Abstract

The work is dedicated to researching the design features of the corporate identity of charitable organizations involved in helping homeless animals. The relevance of the topic is substantiated in the context of the Russo-Ukrainian war, when a significant number of animals have been left without care. The theoretical foundations of forming the visual identity of charitable brands are analyzed. The key elements of the corporate identity of animal protection organizations are identified: logo, color palette, typography, and visual style. It is established that the effectiveness of the identity is ensured by a combination of friendly animal metaphors, a natural color scheme, and minimalist design solutions. Recommendations regarding the design of the main elements of corporate identity for shelters and animal aid charitable foundations have been developed.