Designing a System That Protects Them All: Rebranding the Alberta SPCA to Reflect Reach, Authority, and Compassion

2025

The Alberta SPCA needed a brand that could accurately represent the scale and diversity of the work they do every day. From horses and livestock to dogs, cats, and animals beyond, their reach extends far beyond what a single mark or static identity could communicate. The previous brand attempted to show everything at once, but quickly became limiting. The rebrand shifted focus to showcasing animals individually — allowing each to stand prominently while still belonging to a cohesive, unified system.

Rather than relying on a single logo, a flexible brand system was created with four primary animal marks that could be used in the most appropriate contexts. This approach allowed the Alberta SPCA to remain consistent while adapting across a wide range of applications — from digital platforms and social media to vehicle graphics and uniform flash badges. A refined palette of dark blue and gold balances authority with approachability, reinforcing trust while maintaining warmth and compassion. Together, the system communicates what the Alberta SPCA stands for: protection, advocacy, and meaningful impact.

Credits
Work done @ FKA
Creative Direction / Jeff McClean
Art Direction + Design / Gordon Montgomery
Web Design / Mark Watson