Established in 1946, Sydney Dogs & Cats Home is a non-profit, no-kill shelter in Sydney, Australia, that helps reunite or find new homes for over 3,000 abandoned pets each year. Designed by local firm For the People.
The old logo shown below is well something that belongs in the past. Hard to read type mixed with clipart is not something any brand should strive to keep even for brand loyalty purposes.
The new logo however is simple line art that creates an abstract dog and cat instead of spelling them out in a strikingly bold and unique way. I believe this separates them from competitors that always go the more obvious route of being cute and soft. The cats and dogs can also be created by users for an almost endless list off possible variations of cat and dog icons.
While I like the new look I cant help but feel it was designed and catered to the likes of designers rather than the target market that it should appeal to but either way it is beautifully thought out and executed. Cudos.