Scott Saunders | A large chain of animal shelters in SE England, Battersea Dogs & Cats Home (which was originally named Temporary Home for Starving Dogs in 1860) helps over 7,000 dogs and cats year. The three-location shelter accept any type of dog and cat and has helped more than 3,000,000 animals in its 158 history.
It was only befitting that this organization deserved a complete visual rebrand to help carry it through the next 150 years. One that would give it a fresh approach. One that could be a solid foundation upon which various awareness or participation campaigns could be grounded upon. And only befitting that the wonderful folks at Pentagram were tasked with the overhaul.
The Results
The shortening of the brand’s name to just its primary location (short for Battersea Park) helps give the brand a more short and concise stance, which helps make it feel more direct and approachable.
The new brand utilizes a unique and endearing watercolor splotch to help form the animals’ heads. The simple pen linework help give the brand a bit of whimsy, while the bold, solid font of Franklin Condensed helps convey authority and seriousness. The overall visual brand is comprised of 18 unique heads – comprised of both cats and dogs – which empowers the brand with diversity and communicates individualism. Individualism that reminds the viewer that there are unique animals, each different from the other, that are looking for homes. This also allows for the brand to diversify throughout its various reproductions and visual instances in the public’s eye.
Brand Extensions
When a brand’s development strategy allows for ways to expand the visual identity for spinoff campaigns, the brand itself grows and also helps solidify its presence in the communities and market sector.
A great example of this concept is this rebrand for Battersea. It allows for creative spinoffs of the brand’s visual core to help create a unique advertising campaign for a event called Muddy Dog.
This form of brand extension in a creative way that doesn’t stray from the main brand visually or from its brand messaging. So nicely done Pentagram!
