Battersea Dogs and Cats home has rebranded itself with a new strategy and identity, developed by design consultancy Pentagram partners Marina Willer and Naresh Ramchandani.
The charity has dropped ‘Dogs and Cats Home’ from its name and will now simply be called ‘Battersea’ as the design company said the word ‘home’ infers a permanent dwelling for Battersea’s animals, and could also be understood to mean one location, despite Battersea operating across three sites.
Its logo now features blue watercolour cat and dog illustrations and the charity’s new tagline reads: “Here for every cat and dog”, representing the charity’s ‘commitment to unconditionally care for all dogs and cats’.
Pentagram said: “Our approach was to strike out against some of the negative connotations associated with the language and tactics of the charity sector, which often leads into a world of shock tactics, euphemistic language, well-worn tropes and overly-sentimental language. Instead, the new Battersea brand deploys honest and straightforward language, expressed by a tone of voice that speaks of joy, principles, expertise and endeavour.”
The rebranding cost £75,000 and Battersea’s new identity will be rolled out across all touchpoints.
The charity said: “We’ve launched an ambitious awareness campaign that we hope will introduce more people to the many benefits of rehoming a Battersea dog or cat. With this new campaign we’re also introducing a new look and feel for our charity which we’ve developed with input from our staff, volunteers, and supporters.
“Battersea last updated its brand in 2005 when we incorporated ‘cats’ into our name and logo. We felt it was time to review how we connect with our audiences and bring people’s understanding of Battersea up to date.”
It continued: “From our own research we know that whilst many people have heard of our charity, they often have an out of date perception of us, and what we do. Like most animal rescue charities, we’re aware that the way people are finding and buying pets is changing and as increasingly people choose to go online to find their next pet we need to stand out and communicate effectively in a digital world.
“We remain fully committed to our vision and mission to improve the lives of unwanted dogs and cats and in order to achieve this we have to ensure that Battersea is easily recognisable and relevant to the widest possible audience.”