STARS Logo Refresh

STARS Logo_new

Project: STARS Logo Refresh

Client: STARS, Inc.

Challenge: Update the STARS logo, giving more emphasis on equine-assisted therapy, less on disabilities, and set this STARS organization apart from other local groups using “Stars” in their identity.


Special Troopers Adaptive Riding School (STARS) has provided equine-assisted therapy for over 30 years in Sioux City, yet struggles to gain awareness and recognition due to weak visual assets and other organizations using “Stars” as their name or mascot. North High School, home of the “STARS,” is just a few miles away. Recent addition of a dog to the primary logo mark further complicates brand perceptions. Training dogs for canine-assisted therapy and taking them into the community is a growing extension of STARS services, but doesn’t have as much importance as equine-assisted therapy when articulating the brand. However, the horse, dog, and star were all mandatories for the refreshed logo.

The new logo includes type with a western feel associated with ranches, rodeos, and horse riding. This gives STARS a unique and ownable identity in the community. The icon maintains a star shape with a horse in the center position and dog in a submissive location, lower left. Getting rid of the gratuitous wheelchair symbol in the old logo gives more credit to the transforming power of STARS therapy. Clients and prospects don’t need reminders of their physical and mental challenges. STARS gives them freedom from such challenges and this logo influences that perception.

Old Logo (below)

STARS Logo_old

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