Canadian Service Dog Foundation Identity

The Canadian Service Dog Foundation’s primary function is to provide opportunities and resources to support past or presently serving Canadian Forces personnel or emergency services workers who are suffering from operational stress injuries through the provision of professionally trained service dogs, training courses, and certification.

Additionally, CDSF programs provide support to Canadians with specific conditions in their effort to lead active and healthy lives. This support may be provided through partnership with a program trained service dog or may be provided in support of those individuals wishing to train a service dog themselves.

Tugboat's creative team sketched and unleashed (get it?) a flight of identity options, pinning a favourite early in the process. The canine silhouette captured both the brand's emotion and the designer's favour immediately. The single colour, red, brings vibrancy and vitality, providing the contrast to gently set the Foundation's acronym against, in an oblique typeface.

As good logos are supposed to, this one set the tone for the communications materials suite to follow.