American Federation for Animals | Corporate Identity

American Federation for Animals was created as an umbrella organization intended to bring greater cohesion to the diverse U.S. animal protection movement. With organizations addressing everything from companion animals and wildlife to farmed animals and broader welfare issues, the identity needed to feel inclusive, credible, and neutral rather than representing any one species or cause.

I developed a corporate identity and logo system centered on the initials AFA, transforming the letterforms into an abstract symbol that also suggests multiple animal faces. The visual idea allows animals to be present in the mark without relying on a literal illustration of a dog, cat, farmed animal, or other individual species. The circular form creates a sense of unity and shared purpose, while the clean geometric construction and blue palette give the organization a professional presence appropriate for advocacy, collaboration, and public-facing communications.

The result is a distinctive identity designed to represent many voices within animal protection under one visual umbrella—a simple mark with enough personality to be memorable while remaining broad enough to serve a diverse national organization. The final logo uses the AFA initials as both typography and animal imagery.