Pentagram rebrands Battersea Dogs & Cats Home

  • · 3155 Views · 
  • Posted 1 month Ago

Respected design agency Pentagram, which recently rebranded American Express, has worked with Battersea Dogs & Cats Home to revitalise its visual identity and communications strategy.

The result is a clean and cohesive new brand identity which sees the "dogs & cats home" part of the name removed and replaced with the tagline "Here for every dog and cat". The previous "home" element of the title implied that this was a location for the animals to remain permanently, when the charity's real aim is to have them rehoused. It also suggested that there was only one location, when there is in fact three.

Image courtesy of Pentagram

On the visual side, the old images of sad "victimised" pets have been replaced with abstract illustrations of cats and dogs in Battersea's signature blue colour. While devoid of facial expressions, the little characters are still incredibly expressive, playing towards "people's compassion and humanity, without victimising or stigmatising the animals," says Pentagram. The typeface Franklin Gothic has been used to "inject an element of authority." Speaking about the project, Pentagram says:

Image courtesy of Pentagram

"[Our] approach was to strike out against some of the negative connotations associated with the language and tactics of the charity sector, which often leans 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 with joy, principles, expertise and endeavour."

The new, flexible branding can be seen in a variety of uses below. You can read more about the project over on Pentagram's website.

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram

Image courtesy of Pentagram