By Mikkel Hyldebrandt
For over three decades, PALS Atlanta has provided vital support to people living with HIV/AIDS and their beloved pets — a mission rooted in compassion, care, and community. As the organization continues to evolve, PALS recently unveiled a brand-new look that reflects its modern identity while honoring its deep legacy. With a vibrant new logo, updated messaging, and a renewed sense of purpose, the rebrand signals a powerful step forward.
We got a chance to chat with Thomas Lazaro, Executive Director of PALS Atlanta, and Edwin Villalba, the graphic designer behind the transformation, about what inspired the rebrand, what the new visual identity represents, and how it strengthens their connection to the community they serve.
Thomas, what inspired the decision to rebrand PALS Atlanta, and how did you know the timing was right for this change?
I was taking some non-profit continuing education at Rice University, and during the module on branding and marketing, I realized just how badly we needed to modernize our look for branding and social media. Our old logo had been around a very long time, and we did not even have the original art files, so it was hard to use it in different applications, particularly in social media. It needed a serious update. With it being our 35th anniversary, it seemed like the perfect time to do this.
PALS has such a meaningful history in the Atlanta community. How did you approach updating the brand while still honoring its legacy?
I wanted to try to maintain some aspects of the original logo. The old logo had a cat, a dog, a person, and a heart, but the heart was the only thing that really stood out when you looked at it. It was hard to tell there was a dog and a cat in there. I really wanted the new logo to visually convey what we do, and making the dog and cat more prominent was something I wanted to do.
What are the biggest changes we’ll notice in the new branding — from the logo to the overall look and feel?
We now have two versions we use, both have the dog and cat, and one has the heart. We use them interchangeably, and both look fantastic, and because the new logo is so clean and modern, we can easily put it on t-shirts, swag, and marketing material. Our new t-shirts are fabulous, and you will see them all over Atlanta. They have been very popular and are selling very well. Every t-shirt sold goes to further our mission. You can purchase a t-shirt by visiting our website: palsatlanta.org.
The rebrand feels warm, modern, and full of heart. What message or emotion did you want the new design to communicate to the community?
I wanted to convey that we are an animal welfare and people organization built around the love, compassion, and bond people have with their pets. I also wanted to convey that we are a part of the Atlanta community. Our PALS Atlanta version of the logo conveys exactly that.
How has the response been from your clients, volunteers, and supporters since unveiling the new brand identity?
I have been overwhelmed by the feedback. All the feedback has been universally positive, and people love the new look. I love being out and about and seeing someone wearing it on a t-shirt. I was recently at the Splish Splash Doggie Bash at the Piedmont Park pool with my dogs, and the Executive Director of Atlanta Pride was there wearing one of our t-shirts with the new look. It made me very proud and happy to see that. It’s nice to know people love it so much and they want to wear it out to promote our organization and mission.
Beyond the visuals, how does the rebrand reflect the evolution of PALS’ mission and the services you provide today?
As we close out our 35th year, I want to grow our client base, expand our services, and reintroduce ourselves to the community. The new look seems like a good launching point for doing just that. It calls back to our decades of service but is something fresh and new that will take us into the future. I have been working very hard to make PALS more prominent in Atlanta’s LGBTQ+ community, and I hope that when people see our new look, they will know immediately that we are here and ready to serve.
Turning now to the graphic designer behind this transformation. Edwin, can you walk us through the creative process of designing the new PALS Atlanta logo? What concepts or imagery inspired you?
My design process is consistent across every project, and I’m pretty strict about it. It starts with research, lots of sketching, plenty of cuddles with my husband and pets, and a deep dive into the emotions I want the audience to feel when they experience the final design.
Early on, I like to identify a set of words that will guide the look and tone of the brand. For this project, those words were modern, care, community, and compassion. These design drivers helped shape the direction in a meaningful way and gave me a much clearer sense of how we wanted the brand to come to life.
I also pulled inspiration from other non-profit organizations and pet-focused businesses, which helped reinforce the visual and emotional foundations of the design.
The logo feels both timeless and contemporary. How did you strike that balance between honoring PALS’ history and embracing its future?
Simplicity is key in design, and that was exactly the goal! To make it feel both timeless and modern while making the mark simple and clean so that it can be used across all platforms. Leaning into a more contemporary look signals a step toward the future, while keeping elements of the original mark (and reworking them in a fresh way) gives a nod to its history. The idea was to take what already existed and reinterpret it in a modern, unique way that helps the mark stand strong for years to come.
Collaboration is key in non-profit design. What was it like working with the PALS team to translate their mission into a visual identity?
It was honestly incredibly easy! Thomas gave me a lot of trust and really stepped back to let me do what I do best. Trust is huge in this process! Handing over your baby (your business) to a designer can feel intimidating, but when both sides trust each other, that’s when the really great work happens.
Every designer hopes their work connects with people emotionally. What do you hope viewers feel when they see the new PALS Atlanta brand?
I hope people feel a sense of trust, community, connection, and love. That’s what PALS Atlanta stands for, and that’s exactly what these marks were created to express.