Multicultural Veterinary  Case Study

Role: Brand Development | Concept | Design

MCVMA’s vision is to transform the veterinary profession into one which is inclusive and equitable, where people of underrepresented races and ethnicities are valued and supported in their careers resulting in all communities receiving the benefits of veterinary medicine. MCVMA approached us for a rebrand of their visual identity. They wanted something professional, modern, progressive, and emphasizes on diversity in the veterinary field.

The meaning behind the mark
Brief
The founders of MCVMA started the organization with one mission – to address the diversity issue of the veterinary profession being 90% white. They needed the rebrand of their identity to reflect the progressive change towards a more inclusive veterinary field. A discovery meeting was held with various team members of the organization to discuss their visions and goals for the rebrand.
Challenge
A challenge for us was getting all the team members to agree on a direction as there were many different opinions on what to emphasize in the logo. A few wanted the new logo to be reminiscent of the old, while others wanted a complete refresh.
Solution
An anonymous survey was conducted to gather the team’s preferences and an additional team meeting was held to brainstorm ideas and concepts. The client came to agreeance that they, most importantly, wanted to convey diversity in the medical field with progress being an additional concept they’d like included. I proposed a concept that wasn’t previously discussed, emphasizing on their acronym MV, which would set the logo apart from other similar brands. With more clarity now, I presented three concepts with descriptions and visuals. After the team review, they came to a consensus that concept 3 was the most successful in depicting their vision.
The logo amongst similar brands
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