The word curtail means to reduce in extent or quantity. That definition is the reason this non-for-profit was named Curtail because their objective is to reduce the number of stray animals within the city of Toronto. Curtails goal is to educate the public on stray animals and the adverse affect they have on the cities native wildlife populations. The logo was the first visual developed, adding a small accent helps emphasis the word ‘tail’ which is a feature of most 4 legged animals. Secondary imagery was created in the form of simple silhouetted animals and used through the stationery. The color palette is very stark and in your face which is the sort of alarmist attitude the company wants to convey. Key pieces like uniforms and company vehicles were than developed from the brand guidelines. This project stayed at the conceptual level.