Arts & Culture  Features

A fresh coat for Battersea Dogs & Cats Home


Published on
April 16, 2018


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You might’ve seen the ads around town or on social media: Battersea Dogs & Cats Home has a fresh new coat.

This new brand identity and strategy was designed by Pentagram – the world’s largest independent design consultancy. Alongside it comes a creative campaign that’s both physical an digital, highlighting the charity’s commitment to care for all dogs and cats.

Started in 1860 in Battersea, the organisation has gone on to open centres around the country and care for three million pets. You can read about their story in an earlier feature we did here.

The new brand identity does not lean “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.”

You can read Pentagram’s case study here.

What do you think of the new brand identity?

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