Chermayeff & Geismar & Haviv has designed a new logo for Mercy For Animals. Founded by Milo Runkle in 1999, the international nonprofit organization conducts undercover investigations of factory farms and slaughterhouses, engages with corporations to create animal welfare policies, and raises public awareness about animal suffering. Additionally, the legal team has broken new ground in protecting whistleblowers and creating animal welfare laws. The organization has gained an important role within the animal advocacy community, and today has teams in Brazil and Latin America, as well as staff in India and the Asia Pacific.
With such a descriptive name, the visual identity for the organization was redesigned as a simplified and highly abstract mark. No longer representations of specific animals, the new symbol for Mercy For Animals is a blue circle bracketed by orange curves. It can be seen as representing the earth being guarded and protected. The symbol also suggests an eye, in an abstract form that can be either human or animal — appropriate for the continuum between living creatures and for the organization’s watchdog role.