AZL
Brand identity for Associação Zoófila de Leiria, a non-profit dedicated to animal welfare in Portugal.
AZL is a non-profit association that rescues and protects animals nobody else steps in for — the abandoned, the suffering, the ones running out of time.
The goal was to modernise that mission into a brand that actually invites people in: warmer, more engaging, and more memorable than the clinical, institutional look most shelter brands default to.
- Animal Rescue
- Mascot
- Warmth
Logotype
Rounded, bold lettering — not the sharp, corporate sans you'd expect from an institution.
AZL isn't just a shelter, it's a home.
Logomark
A secondary mark built from the identity's mascot, developed out of the chosen lettering.
The asymmetry is deliberate: perfection does not define the ideal friend.
Color Palette
The existing orange stayed — changing a color people already associate with AZL would cost more recognition than a full rebrand would gain.
Paired with off-white and off-black instead of true black and white, keeping the palette warm rather than stark or cold.
— Off-white · base
— Off-black · type and detail
— Orange · signature tone, carried over from the original identity
Results
