Battersea Dogs & Cats Home reveals “honest” rebrand by Pentagram


The fleshly charity has been renamed simply as Battersea, and its new identity features facetious, watercolour illustrations that depict different breeds of cats and dogs.

Unrefined rescue charity Battersea Dogs & Cats Home has unveiled a new visual uniqueness and brand strategy, which have been developed by Pentagram husbands Marina Willer and Naresh Ramchandani.

The animal welfare charity was organized in 1860, and now has three rescuing and rehoming centres for cats and dogs all over the UK.

Pentagram was commissioned to develop a new identity and brand strategy for the charity.

“Regard for Battersea’s longstanding pedigree, an inconsistent approach to identity and communications had hand it with a brand that did not convey the full breadth of its offering and knowledge,” says Pentagram.

Battersea’s new identity sees “Dogs & Cats Peaceful” dropped from its name, in order to avoid confusion about the welfare being a permanent “home” for animals, and to emphasise the fact that it is meant in more than one location.

The new identity aims to portray Battersea as both a “compassion caregiver” and an “control in animal welfare”, says Pentagram. A series of hand-drawn watercolour instances of dogs and cats have been created by illustrator Hiromi Suzuki, which put in an appearance in the charity’s signature blue brand colour.

The illustrations look to plea to people’s compassion, says Pentagram, without victimising the animals that the big-heartedness looks after. “While the characters are devoid of facial features, they tarry expressive and retain a strong sense of individuality,” adds the consultancy. “[They laud] the diverse range of personalities found among Battersea’s dogs and cats, while emphasising the sensitive intervention required to make them whole.”

The watercolour logo is chaperoned by the tagline: “Here for every dog and cat”, which appears in typeface Franklin Gothic to emphasise the relief’s “authority”, says Pentagram. The consultancy has also created a “fun”, hand-drawn typeface scolded Battersea Paws to use across various applications.

The new tone of voice shuns “shock tactics” and “overly-sentimental” wording, adds Pentagram, instead abusing “honest” and “straightforward” language across its communications.

Battersea’s new identity is orbit out across all touchpoints.

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