Share your love for street cats—spread awareness about the eartipped mark you’ve definitely spotted, but failed to identify!

Have you ever met on the streets an alley cat with a “torn” tip of the ear? I bet you did think that was the street battle wound, but the truth is the following: that’s a special mark made by a vet in a clinic.

The TNR (trap-neuter-release) program is an effective long-term solution to humanely controlling the population of free roaming cats. The process is simple: cats are humanely trapped, brought to a veterinary clinic to be spayed or neutered, vaccinated, and eartipped (the universal sign that a cat has been spayed or neutered through a TNR program—here you can learn more: www.alleycat.org/Eartip). Then they’re returned to the outdoor homes to which they are bonded so they can live out their lives where they thrive.

And local communities look after them: play, feed and provide shelter and medical service when needed. That’s why they call those cats “community cats”, not “street” or “alley”—those animals are healthy free roaming cats, not needing to be adopted.

There are a lot of initiatives helping free roaming cats with TNR programs. And we’d love to support them.

We developed a corporate identity for a TNR program provider: be it a local volunteering initiative, or a national-wide operating non-profit organisation—everyone need to be noticed and the bold identity is key to spreading awareness of your work.

And we’re ready to give this identity assets to a volunteering initiative—completely free!

Check it out here and please share it with your friends and followers to find members of the volunteering initiative in need of a strong identity!

And if you’re (luckily!) a part of TNR-program volunteering initiative and need a fresh and bold identity, TNR communication and merchandise designs—you’re welcome to take and use it! Just drop us a letter and we’ll help you to adapt designs to your needs.

That sounds like a story worth telling. That will help not only humans, but also can save a lot of kittens! Meow and thank you!

As we know by now, eartipping is an effective and universally accepted method to identify a spayed or neutered and vaccinated community cat.

And this symbol needs to be popularised. That’s why we decided to center the identity on the tipped ear.

As a mark of a cat, that’s very effective, but it's not so easy to convey in a sign:
the tipped ear on a picture is hardly noticeable, not very expressive.
The solution we found is a cut outline around the image of a cat's head slightly touching its ear.

The sign in the form of a circle is very usable and adaptive for different-scale media: posters, stickers, signs, social media user pics, etc.

As we focus on the free-roaming street cats, we decided that our identity have to live on the streets, and convey the street life look and feel—that’s why we discarded commonplace cutie-puppy-kitten imagery and developed some visuals in style of a street-born monochrome graffiti and art brut, that are to be placed on merchandise, posters and social media posts.

These visuals combined with a minimalistic logo and bold typography are resulting in a fresh, modern and bold brand voice. That’s the voice of active, lively, kind-hearted city dwellers we appealing to.

To establish bonds with broader audience in social media we developed a brand character—a cat named Diogenes. Just like renowned ancient greek philosopher, purposely living in the streets, Diogenes understands everything and everyone around him. Nothing seems to faze him. He takes everything in his stride. And shares his wisdom with others.

“The street wisdom by Diogenes the Cat” communication series aims to provoke response from non-indifferent citizens and change the public perception of urban street cats problematic.