Canines Forward with Confidence and Heart

August 20, 2015 | buchanandesign

As a design agency partner of Orange Tree Project, Buchanan Design led the rebranding of a local nonprofit in existence since 1998. Tender Loving Canines Assistance Dogs (TLCAD) creates a dedicated community of trainers and volunteers that provide custom-trained service dogs to individuals with autism and Wounded Warriors in San Diego County. TLCAD was ready to have a fresher, more friendly identity that better represented their furry cause.

The TLCAD logo no longer reflected the 17-year-old nonprofit.

Tender Loving Canines Logo ORIGINAL

In developing a new, exciting identity, we literally captured the heart of Tender Loving Canines. With a warmer purple and brighter gold, the new logo depicts a strong, friendly dog walking forward with confidence. The mark is a symbol for every dog, but more importantly, for every individual gifted with independence gained through TLCAD programs and services. We developed a mark that transforms TLCAD into a contemporary, approachable brand that reflects the values they proudly stand for and their bright future ahead.

Tender Loving Canines Logo by Buchanan Design

If you are interested in supporting their cause, please visit their website:

Branding, Community

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