In early 2011, the Saskatoon SPCA updated its visual identity to showcase the work we do and the role we play in the community. Building off elements from the previous design, a new visual identity concept was developed that will distinguish the Saskatoon SPCA from other organizations and put a bold new look on the important work we do.
Together, the four elements form a colourful fence that protects animals from harm and gives them safe shelter and a place to play. Individually, each element represents a happy home that has just been completed by adopting a companion animal showcasing a "forever home". The paw prints place animals at the heart of the new visual identity. The logo's bright colours have a friendly, lively feel and have significant meanings; green: life, growth; yellow: hope, optimism; orange: energy, vitality, and blue: compassion, protection.
The Saskatoon SPCA's new positioning line Safe Shelter. Happy Home. articulates the important work the organization offers by providing protection and placement services to bring safety and happiness to companion animals. It explains that the Saskatoon SPCA's facilities are warm, welcoming places and points to the end goal of enriching people's lives with adopted pets.