"interconnectedness, hope, and optimism" were the focus of the brief.
Humans relate to and empathize with animals when we see in them the behaviors and basic needs that we recognize in ourselves. This stylized mother deer-and-fawn — literally and figuratively interdependent — suggest the preciousness and vulnerability of all wildlife, while instantly reminding us of our own propensity for love and compassion.
Clean lines and simplified deer shapes make the mark memorable and scalable, while the parallels in form to the type treatment and subtleness of color keep it professional and sophisticated. The softened letterforms echo the gentleness of the imagery, and vice versa.