Dogs for First Responders (D41R) is a not-for-profit organisation that focuses on improving the mental health and wellbeing of first responding officers such as paramedics, firefighters and police officers. As the name might suggest, D41R uses dog therapy as a way of getting through to people.

The culture of the target audience strongly deters them from seeking professional help to improve their mental health and wellbeing. This is due to the belief that no one outside of their profession knows what life is like for first responders and that they will be seen as weak or "not cut out for the job" if they do seek help.

The mindset of the target audience drove the logo design to be direct in addressing what D41R is about whilst giving the impression of strength rather than weakness. The final design communicates that D41R understands exactly what first responders go through and that the support being offered comes from people with similar life experiences.