The Humane Society of South Florida (HSSF) is a fictional organization composed of existing humane societies located in South Florida. Their vision is to create a community where every animal can find a loving home and where no animal is put down because of over population. The design challenge was to create a dynamic identity system for HSSF. The solution here was to use traditional elements including marks, typography, and color to create a systematic logo design. This was further developed to create both consistency for increased recognition and flexibility.