RSPCA Places The Animals At Its Heart In First Rebrand In Half A Century
Image courtesy of Jones Knowles Ritchie
The RSPCA, a stalwart defender of animals for over two centuries, is shedding its old coat in favor of something a bit more fitting for today’s challenges for its 200th anniversary. In collaboration with Jones Knowles Ritchie (JKR) for branding and AMV BBDO for campaign strategy, the charity is embarking on its most significant rebranding effort in 50 years.
A beacon for animal rights, the nonprofit has been at the forefront of advocating for better living conditions for our furry, feathered, and scaled friends. Recognizing the need to adapt to the changing landscapes of intensive farming, climate change, and urbanization two centuries on, it’s calling on society to create a kinder world for every animal.
“In the 200 years since we were founded, we’ve changed attitudes, behaviors and laws towards animals and, as a society, we have revolutionized the way we think, feel and act towards them,” comments Chris Sherwood, chief executive of RSPCA, addressing new struggles.
Image courtesy of Jones Knowles Ritchie
“As an organization, we have a critical role to play, but we can’t do it alone. We need as many people as possible to join us to help create a better world for animals. Because a world that’s better for animals is a better world for us all. To do that, we needed to relook at ourselves as a brand and align our purpose, positioning, and identity to achieve our goals.”
Enter a bold new rebrand, complete with a fresh logo, a vibrant color palette, and a rallying cry: “For Every Kind.”
Previous branding
Image courtesy of Jones Knowles Ritchie
The iconic eight-sided “lozenge” logo has been transformed into a more modern “octopunct” un-leashing animated animals. The branding illustrates the vivid, vast array of creatures the RSPCA champions.
And gone is the safe and familiar blue; it’s been replaced with a brighter, more energetic electric hue.
New branding
Image courtesy of Jones Knowles Ritchie
Image courtesy of Jones Knowles Ritchie
A richer color palette, featuring playful shades like Butterfly Blue, Fox Red, Lizard Green, Rabbit White, and Swallow Blue, reflects the RSPCA’s optimism and energy. This is juxtaposed with an engaging biodiversity of graphics and illustrations that showcase the beauty and depth of the animal kingdom.
Image courtesy of Jones Knowles Ritchie
Image courtesy of Jones Knowles Ritchie
Image courtesy of Jones Knowles Ritchie
The overhaul isn’t merely for peacocking purposes; it’s about inspiring a new generation of animal advocates. The RSPCA aims to connect with younger demographics and encourage everyone, regardless of background, to get involved.
Image courtesy of Jones Knowles Ritchie
The powerful central film, developed by AMV BBDO, features a wide range of animals, from battery hens to abandoned kittens, singing Aretha Franklin’s Respect—a plea for basic respect and kindness.
The RSPCA’s message stretches beyond pets; it’s also about the choices we make regarding food, entertainment, and even those “cute” animal pictures we share online.
Image courtesy of Jones Knowles Ritchie
[via Jones Knowles Ritchie, images courtesy]
