Conceptual Development • Identity
We began with a name, one with double meaning reflecting the organization’s goals. S.P.E., for “Safe. Prepared. Equipped” is also derived from the Latin “speros” (hope). The look and feel followed suit: the logo evokes rugged self-sufficiency, its blue camouflage background reveals sparrows (speros) among the clouds. We created original, bright illustrations for this enterprise that offered a friendly connection to tackle some not so friendly situations.