Battersea is a UK charity that has been rescuing and finding homes for dogs and cats since 1860. Its full name until recently, Battersea Dogs & Cats Home, was a misnomer as it suggested that it was A) a permanent home and B) that it was a single facility when in fact it was three separate facilities.
Pentagram has created a new identity for the charity, dropping “Dogs & Cats Home,” and instead building on the brand line, “Here for every dog and cat.”
The charity’s previous logo, while meant to inspire compassion, portrayed animals in a depressed state and turned them into victims, seemingly without much hope. The new representation of animals is through abstract but expressive watercolor art showing five dogs and five cats in Battersea’s signature blue. Individuality, personality, and potential are stressed. A Pentagram release indicates that the absence of eyes and other facial features is meant to suggest that human adopters can bring these animals back to full animation in the world.
Studio photography of actual Battersea residents being adorable definitely places personality over sentiment. In addition, the new identity system uses photos of Battersea adoptees in their new homes, clearly conveying benefit to the animal and human.
Read more details here.