What is RAINY?
Reptiles and Amphibians Indigenous to New York (RAINY) is a nonprofit organization concerned with expanding public knowledge about herptiles (reptiles and amphibians), specifically those indigenous to what is now known as the state of New York.
Project Brief
Create a business with a unique, non-trademarked name and develop a logo and brand identity that will attract the target audience.
Competitive Analysis
Research & Ideation
I researched several reptile rescue organizations and adoption centers, assessing their target audiences, brand personalities, and key messages.
Brand Personality
Educational
Respectful
Charming
Accessible
Trustworthy
Engaging
Respectful
Charming
Accessible
Trustworthy
Engaging
Pencil logo sketches
Digital logo sketches
Sketches
I created a few logo concepts featuring a simplified or abstracted herptile. The logo of the heart with a cutout of a newt's foot was the most successful and memorable.
Type study
Color study
Type & Color Study
The typeface used is Cubano by Chandler Van De Water. Its rounded corners and heavy weight feel educational, reliable, and friendly—a perfect match for RAINY’s brand personality.
Initially, I felt that blue was an obvious choice for the color scheme of RAINY because the acronym includes “rain”. However, exploration led me to decide upon a teal color for the logo and a very deep navy for the type.
Final logos and pattern
Final color swatches
Product mockups
Final Branding Package
The RAINY colors symbolize the various habitats of New York herptiles: marshes, forests, lakes, and hidey holes.
RAINY operates a small herptile rescue in Upstate New York with the help of community volunteers. Once animals are happy and healthy, they are released back to the wild when possible. If the animal is unable to return to the wild, they may be fostered and eventually adopted by members of the community.
