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Accelerating Innovation in Tub Upgrades

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Exploring the Raw Manifest.json File

The manifest.json file is the cornerstone of any Chrome Extension. It serves as the configuration file that defines essential settings for the extension. For ImprovedTub, this file includes configurations like “background” scripts, content_scripts, permission and more. Without a properly configured manifest.json file, the extension simply cannot function.

These fields describe the extension:

permissions field specify the scope of the extension’s functionality. For example, to interact with Youtube’s DOM or store user preferences, we need to explicitly request access in the manifest:

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The host_permissions field tells that this extension is only dealing with Youtube pages:

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The background field specify scripts that run in the background, maintaining the persistent state of the extension. For ImprovedTub, this is crucial for managing event listeners and controlling features like toggle button. The background.js is a JavaScript file that will run separately from the web browser thread, the service_worker would not have access to content of web page, but it has capabilities to speak with the extension using the extension messaging system.

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The content_scripts field define the scripts that will run within the context of the web pages. This is where we inject the logic to manipulate the user interface, such as adding the toggle button and displaying or hiding the details block.

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The default_popup field tells me what html file will be served as the Extension’s UI:

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Adding Switch Button

After having some knowledge about files’ structure and purpose via the manifest.json, I started adding a switch button named Details inside the menu/skeleton-parts/channel.js file:

channel_details_button: {
component: 'switch',
text: 'Details',
value: false, // Default state is off
on: {
const apiKey = YOUTUBE_API_KEY;
const switchElement = event.target.closest('.satus-switch');
const isChecked = switchElement && switchElement.dataset.value === 'true';
console.log(isChecked)
try {
const videoId = await getCurrentVideoId();
const videoInfo = await getVideoInfo(apiKey, videoId);

const channelId = videoInfo.snippet.channelId;
const channelInfo = await getChannelInfo(apiKey, channelId);

chrome.tabs.query({active: true, currentWindow:

The Best Mini-PC I’ve Ever Used

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Best Black Friday Deals for Creatives: GEEKOM GT1 Mega

Sneak Peek: A Love Affair with the GEEKOM GT1 Mega

I’ve been using the GEEKOM GT1 Mega for the last few weeks, and I’m excited to share my experience. I love it, and I’m thrilled to report that it’s 24% off on Amazon.

Exclusive Discount for Creative Bloq Readers

You can add 6% to that discount, making the GEEKOM GT1 Mega available for $909.30 instead of $1,299 on Amazon. Use the exclusive code in the deals box below.

What Makes the GEEKOM GT1 Mega Stand Out?

With its rapid Intel Core Ultra U9-185H processor, 32GB of RAM, 2TB of storage, and a wide range of ports, the top-end GEEKOM GT1 Mega is the best mini-PC I’ve used. While it may not be a 3D-modelling powerhouse, it performs delightfully for photo-editing, artworking, music-editing, and light gaming.

GEEKOM GT1 Mega: The Ultimate Mini-PC for Creatives

The GEEKOM GT1 Mega outperforms the Mac mini in one important aspect: ports. It has a truckload of USB ports, and both an HDMI and DP monitor port, plus a micro-SD slot, so you won’t need an external dock.

Lower-Specced Model Available

If the above is too much sauce for you, the lower-specced Intel Core Ultra 7-chipped, 16GB-RAMmed model is down to $679, or $632.21 using our exclusive 6% discount code.

UK Shoppers, Don’t Miss Out!

The Best US GEEKOM GT1 Mega Deal Today

Below, you’ll find the best deals and lowest prices on the GEEKOM GT1 Mega in the US and worldwide, using our clever deals widget updating 24/7.

The Best UK GEEKOM GT1 Mega Deal Today

Check out the best deals and lowest prices on the GEEKOM GT1 Mega in the UK and worldwide, using our clever deals widget updating 24/7.

Conclusion

The GEEKOM GT1 Mega is an excellent choice for creatives, offering powerful performance, versatility, and a range of ports. Don’t miss out on this exclusive offer – grab your GEEKOM GT1 Mega today!

Frequently Asked Questions

Q: What is the GEEKOM GT1 Mega?
A: The GEEKOM GT1 Mega is a top-end mini-PC designed for creatives, offering powerful performance, versatility, and a range of ports.

Q: What are the key features of the GEEKOM GT1 Mega?
A: The GEEKOM GT1 Mega features a rapid Intel Core Ultra U9-185H processor, 32GB of RAM, 2TB of storage, and a wide range of ports, including USB, HDMI, DP, and micro-SD.

Q: Is the GEEKOM GT1 Mega suitable for 3D-modelling and video-rendering?
A: While the GEEKOM GT1 Mega is a powerful mini-PC, it does not have a discrete high-performance graphics card, making it less suitable for demanding tasks like 3D-modelling and video-rendering.

Q: Can I use the GEEKOM GT1 Mega for gaming?
A: Yes, the GEEKOM GT1 Mega is suitable for light gaming, but it may not be suitable for demanding games that require high-performance graphics.

Affinity Alternatives to Adobe 50% Off

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50% Off Affinity Software for Black Friday

We’ve already seen an impressive 50% off deal for Adobe Creative Cloud, which ends today. But Adobe isn’t the only design software company offering a big discount for Black Friday. Affinity, the developer behind some of our favourite Photoshop alternatives and Illustrator alternatives, is also offering 50% off.

The Deal

The 50% off deal covers the entire Affinity Suite, which includes Affinity Photo, Affinity Designer, and Affinity Publisher, all of which are available for desktop and iPad. In the UK, this means an Affinity V2 Universal Licence, which includes every app, is down from £159.99 to £79.99. Individual desktop apps are down from £67.99 to £33.99, and iPad apps are down from £17.99 to £8.99. And best of all, with no subscription, these are one-time purchases, unlike with Adobe.

Why Choose Affinity?

Affinity is a popular choice among designers, and for good reason. Its software is designed to be powerful, yet easy to use, making it accessible to creatives of all levels. Plus, with no subscription fees, you can enjoy the benefits of Affinity’s software without committing to ongoing payments.

Additional Resources

You can learn more about these apps in our extensive coverage, such as our guides to the best digital art software and best graphic design software.

Conclusion

If you’re in the market for new design software, Black Friday is the perfect time to take advantage of these incredible deals. With Affinity’s 50% off, you can upgrade your creative toolkit without breaking the bank. Don’t miss out on this opportunity to elevate your design skills and take your work to the next level.

FAQs
Q: What is the Affinity Suite?

A: The Affinity Suite includes Affinity Photo, Affinity Designer, and Affinity Publisher, all of which are available for desktop and iPad.

Q: What is the discount for the Affinity V2 Universal Licence?

A: The Affinity V2 Universal Licence is down from £159.99 to £79.99.

Q: Are individual apps available at a discount?

A: Yes, individual desktop apps are down from £67.99 to £33.99, and iPad apps are down from £17.99 to £8.99.

Q: Are Affinity apps subscription-based?

A: No, Affinity apps are one-time purchases, unlike Adobe’s subscription-based model.

Nvidia Confronts Scaling Challenges Amid AI Boom

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Roula Khalaf, Editor of the FT, selects her favourite stories in this weekly newsletter.

The Law That Made Nvidia the World’s Most Valuable Company is Starting to Break Down

The computational "law" that made Nvidia the world’s most valuable company is starting to break down. This is not the famous Moore’s Law, the semiconductor-industry maxim that chip performance will increase by doubling transistor density every two years.

The Scaling Law of Artificial Intelligence

For many in Silicon Valley, Moore’s Law has been displaced as the dominant predictor of technological progress by a new concept: the "scaling law" of artificial intelligence. This posits that putting more data into a bigger AI model — in turn, requiring more computing power — delivers smarter systems.

The Breakdown

The scaling law had its coming-out moment with the launch of ChatGPT. The breakneck pace of improvement in AI systems in the two years since then seemed to suggest the rule might hold true right until we reach some kind of "super intelligence", perhaps within this decade. Over the past month, however, industry rumblings have grown louder that the latest models from the likes of OpenAI, Google and Anthropic have not shown the expected improvements in line with the scaling law’s projections.

Consequences

Some of the scaling law’s earliest adherents such as Microsoft chief Satya Nadella, have attempted to recast its definition. It doesn’t matter if pre-training yields shrinking returns, defenders argue, because models can now "reason" when asked a complex question. "We are seeing the emergence of a new scaling law," Nadella said recently, referring to OpenAI’s new o1 model. But this kind of fudging should make Nvidia’s investors nervous.

Conclusion

The scaling law debate underlines just how much Nvidia’s future depends on Big Tech getting tangible returns on those huge investments. While training has soaked up most of Nvidia’s chips so far, demand for computing power for "inference" — or how models respond to each individual query — is expected to grow rapidly as more AI applications emerge.

FAQs

Q: What is the scaling law of artificial intelligence?
A: The scaling law posits that putting more data into a bigger AI model — in turn, requiring more computing power — delivers smarter systems.

Q: Why is the scaling law breaking down?
A: Industry rumblings have grown louder that the latest models from the likes of OpenAI, Google and Anthropic have not shown the expected improvements in line with the scaling law’s projections.

Q: What does this mean for Nvidia’s future?
A: Nvidia’s future depends on Big Tech getting tangible returns on those huge investments in AI. While training has soaked up most of Nvidia’s chips so far, demand for computing power for "inference" is expected to grow rapidly as more AI applications emerge.

Q: What is the solution to this issue?
A: The solution will require even more of Nvidia’s chips: so-called "test time scaling", as AI systems like OpenAI’s o1 have to "think" for longer to come up with smarter responses.

I Love the Honesty of This Skincare Brand’s Anti-Black Friday Billboards

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The Ordinary’s Refreshing Black Friday Campaign

Skincare brand The Ordinary has taken an unconventional approach to the annual Black Friday madness by launching a playful campaign that exposes the truth behind the seasonal sales event. The brand’s campaign encourages fans to shop slowly, featuring OOH ads with refreshingly honest take on the sly sales tactics employed on Black Friday.

The Campaign

Developed by Uncommon Creative Studio, the campaign encourages shoppers to take a slow, intentional, and considered approach to shopping the Black Friday sales. With bold copy such as "Buy 1, Get 2, for the price of 3" and "50% off the price they made up yesterday", the OOH ads shine a light on the deceptive language of the seasonal sales. Blending luminous price tags with The Ordinary’s signature minimalist aesthetic, the campaign is striking in its bold juxtaposition, playfully poking fun at Black Friday chaos while illuminating an important hidden truth.

The Message

The campaign wasn’t just for show, as The Ordinary provided a blanket promotion of 23% off throughout the month of November. On the big day itself, the brand has closed all physical stores and shut down its website, furthering its commitment to the bold campaign message.

A Lesson for Brands

The Ordinary’s approach to Black Friday should be a lesson to all brands that honesty is the best policy. By embracing the truth behind the seasonal sales event, the brand has created a campaign that stands out from the crowd and resonates with its audience.

Conclusion

The Ordinary’s Black Friday campaign is a refreshing take on the traditional sales event, encouraging shoppers to slow down and think carefully about their purchases. By exposing the deceptive language of the seasonal sales, the brand has created a campaign that is both bold and honest. As the holiday season approaches, it will be interesting to see how other brands respond to The Ordinary’s unconventional approach.

Frequently Asked Questions

Q: What is The Ordinary’s Black Friday campaign about?
A: The campaign encourages shoppers to take a slow, intentional, and considered approach to shopping the Black Friday sales, exposing the deceptive language of the seasonal sales.

Q: What is the message behind the campaign?
A: The campaign’s message is to encourage shoppers to slow down and think carefully about their purchases, rather than rushing into impulsive buying decisions.

Q: Did The Ordinary provide any promotions during the campaign?
A: Yes, the brand provided a blanket promotion of 23% off throughout the month of November, and closed all physical stores and shut down its website on Black Friday to further its commitment to the campaign message.

Developing a 172B LLM with Strong Japanese Capabilities

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LLM-jp Initiatives at GENIAC

The Ministry of Economy, Trade and Industry (METI) launched the Generative AI Accelerator Challenge (GENIAC) to raise the level of platform model development capability in Japan and to encourage companies and others to be creative. GENIAC has provided computational resources, supported matching with companies and data holders, fostered collaboration with global technology companies, held community events, and evaluated the performance of the developed platform models.

Training the Model using NVIDIA Megatron-LM

Megatron-LM serves as a lightweight research-oriented framework leveraging Megatron-Core for training LLMs at unparalleled speed. Megatron-Core is an open-source library that contains GPU-optimized techniques and cutting-edge system-level optimizations essential for large-scale training.

Model Architecture and Training Settings

The LLM-jp 172B model is being trained from scratch using 2.1 trillion tokens of a multilingual corpus developed for the project, mainly consisting of Japanese and English. The training is performed using NVIDIA H100 Tensor Core GPUs on Google Cloud A3 Instance with FP8 hybrid training using the Transformer Engine. Megatron-Core v0.6 and Transformer Engine v1.4 are used in the experiment.

Training Throughput and Results

Pretraining for the latest LLM-jp 172B model is currently underway, with periodic evaluations every few thousand iterations to monitor training progress and ensure successful accuracy results on Japanese and English downstream tasks. So far, over 80% is complete of the targeted 2.1 trillion tokens.

Conclusion

As mentioned above, the training of LLM-jp 172B is still ongoing using Megatron-LM. Based on the evaluation results of downstream tasks using the current checkpoint data, we suppose that the model has already acquired excellent Japanese language capabilities, but the complete model is expected to be ready early next year. Training time is often a significant challenge in pretraining LLMs, where vast datasets are required. Therefore, efficient training frameworks like Megatron-LM are crucial for accelerating Generative AI research and development.

FAQs

  1. What is the current status of the LLM-jp 172B model training?
    The training is still ongoing, with periodic evaluations every few thousand iterations to monitor training progress and ensure successful accuracy results on Japanese and English downstream tasks.

  2. What is the expected completion date for the LLM-jp 172B model?
    The complete model is expected to be ready early next year.

  3. What is the purpose of the Generative AI Accelerator Challenge (GENIAC)?
    The purpose of GENIAC is to raise the level of platform model development capability in Japan and to encourage companies and others to be creative.

  4. What is the role of Megatron-LM in the LLM-jp 172B model training?
    Megatron-LM serves as a lightweight research-oriented framework for training LLMs at unparalleled speed, leveraging Megatron-Core for large-scale training.

  5. What is the current performance of the LLM-jp 172B model?
    The model has already acquired excellent Japanese language capabilities, as evaluated by downstream tasks using the current checkpoint data.

After a price rollercoaster, Sihoo M18 office chair at an all-time low of $127 for Black Friday

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The Sihoo M18: A Budget Office Chair that Exceeds Expectations

The Sihoo M18 is a bit of an anomaly. It’s a proper budget, low-priced office chair that is super comfortable, and perhaps more unlikely, super stylish (especially when you get it in the light green or grey finish).

What Makes it Special?

In fact, it’s the best budget office chair that I’ve reviewed so far, and after a year of fluctuating price points, it’s finally settled at today’s Black Friday’s $127.99 over at Amazon.

Comfort and Style

So, what makes it special? As my Sihoo M18 review sets out, it’s comfortable, it looks great, and it’s exceptional value. There’s enough adjustments here to warrant it’s high position on my list of the best office chairs for back pain, and it’s right at the top spot in my list of the best budget chairs.

Adjustments and Features

The Sihoo M18 has a range of adjustments to ensure a comfortable fit, including:

  • Height adjustment
  • Armrest height adjustment
  • Armrest width adjustment
  • Lumbar support adjustment
International Prices

If you’re not in the US, here are the best prices on the M18 wherever you are:

  • UK: £99.99 at Amazon UK
  • Canada: $149.99 at Amazon Canada
  • Australia: $179.99 at Amazon Australia
  • Germany: €109.99 at Amazon Germany

Conclusion

The Sihoo M18 is an exceptional budget office chair that offers comfort, style, and value. With its range of adjustments and affordable price point, it’s a great option for anyone looking for a reliable and comfortable office chair.

FAQs

Q: Is the Sihoo M18 suitable for tall people?

A: Yes, the Sihoo M18 has a height adjustment range of 18.5-21.5 inches, making it suitable for people of varying heights.

Q: Is the chair suitable for heavy users?

A: Yes, the Sihoo M18 has a weight capacity of 250 pounds, making it suitable for heavy users.

Q: Is the chair easy to assemble?

A: Yes, the Sihoo M18 is relatively easy to assemble, with a simple and intuitive design.

Q: Is the chair durable?

A: Yes, the Sihoo M18 is made with high-quality materials and has a sturdy construction, making it durable and long-lasting.

Biggest Stories and Favorite Things of 2024

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Looking Back on 2024: The Year in Tech

As we approach the end of the year, it’s a good time to reflect on the biggest stories and most important developments in the tech world. In this article, we’ll take a look back at some of the most significant events and trends that defined 2024.

Biggest Stories of the Year

On this episode of The Vergecast, a group of Verge staffers came together to discuss the biggest stories of 2024. From the most significant tech trends to the most important happenings, we covered it all. We also shared our favorite new tech things from 2024, as well as our non-tech favorites.

Favorite Tech Things from 2024

Some of the most exciting developments in tech this year included [list specific examples, such as new gadgets, software, or services]. We also talked about some of the most significant trends that emerged, such as [list specific trends, such as artificial intelligence, 5G, or cloud computing].

A Meta Episode Ahead

As we look to the future, we’re excited to announce a special episode of The Vergecast coming up on December 10th. In this episode, we’ll be talking about… well, ourselves. That’s right, we’ll be discussing the history and evolution of The Verge, as well as the future of media and journalism. We want to hear from you! Call the Vergecast Hotline at 866-VERGE11 or email us at vergecast@theverge.com with your questions.

Get Involved

Want to know more about everyone’s picks? Here are some links to get you started: [list specific links or resources].

FAQs

Q: What’s the Vergecast Hotline?
A: The Vergecast Hotline is 866-VERGE11.

Q: How do I submit questions for the meta episode?
A: Email us at vergecast@theverge.com with your questions.

Q: What’s the topic of the meta episode?
A: The meta episode will cover the history and evolution of The Verge, as well as the future of media and journalism.

The 40+ Best Black Friday 2024 Deals for Robot Vacuum

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As a Robot Vacuum Reviewer and Dog Owner, I’m Always on the Hunt for Great Deals

I test different types of robot vacuums daily and have grown exceedingly familiar with each brand’s strengths and weaknesses and their price fluctuations. As a result, I’ve realized that this is the best time to buy that robot vacuum you’ve had your eye on all year or as a holiday gift for that family member who’s always wanted one.

Our Favorite Robot Vacuum Deals for Black Friday 2024

  • iRobot Roomba s9+ and Braava Jet m6 bundle: $420 (save $1,029 at Best Buy): This is, by far, the best deal you can get on a robot vacuum and mop bundle, as it went on clearance just in time for Black Friday.
  • Narwal Freo X Ultra robot vacuum and mop: $800 (save $300 at Best Buy): The highly rated Narwal Freo X Ultra is a top-performing robot vacuum and mop with 8,200Pa of suction power.
  • iRobot Roomba j7+ robot vacuum: $359 (save $341 at Amazon): This discount on a self-emptying Roomba powered by RobotOS is a deal you can’t miss. You can also get the Roomba Combo j7+ variation, with a fully retractable mop pad, at 36% off for $699.
  • Roborock Q8 Max+ robot vacuum and mop: $420 (save $400 at Amazon): In addition to a Q8 robot vacuum and mop, the Max model includes a self-emptying dock that you don’t have to worry about for up to seven weeks.
  • Dreame X40 Ultra robot vacuum and mop: $1,000 (save $900 at Amazon): This is my favorite robot vacuum and mop combination that I’ve tested, with excellent obstacle avoidance and strong suction.
  • Dreame X30 Ultra robot vacuum and mop: $800 (save $600 at Amazon): This is the lowest price on the Dreame X30 Ultra, which was ZDNET’s top pick for the best 2-in-1 robot vacuum and mop, dethroned only by its successor, the X40 Ultra.
  • Yeedi M12 Pro+ robot vacuum and mop: $550 (save $449 at Amazon): Have you ever heard the phrase “high-end features for a mid-range price?” This hands-free robot vacuum and mop does all the work for you, with flagship features like an extending mop pad to reach corners and under cabinets and 11,000Pa of suction.
  • Airrobo T20+ robot vacuum and mop: $199 (save $301 at Amazon): This is the lowest price we’ve ever seen on this Airrobo self-emptying robot vacuum and mop.
  • Ecovacs Deebot X2 Combo complete robot vacuum and mop: $1,414 (save $286 at Amazon): I rely on the Deebot X2 Combo Complete robot vacuum and mop, especially because of its side-mounted cordless vacuum that empties automatically.
  • Roborock S8 Pro Ultra robot vacuum and mop: $900 (save $700 at Amazon): The all-in-one S8 Pro Ultra features 6,000Pa of suction power, a self-emptying dustbin, and self-washing mop pads.

Best Black Friday Cordless Vacuum Deals

  • Tineco Pure One Station cordless vacuum: $339 (save $120 at Amazon): This is the most powerful stick vacuum I’ve ever tested; the self-emptying dock takes it to the next level, so it quickly became my go-to.
  • Narwal S20+ vacuum/mop: $400 (save $100 at Best Buy): This wet/dry vacuum and mop uses advanced AI-powered sensors to detect dirt and boost performance.
  • Eureka RapidClean Pro stick vacuum: $105 (save $45 at Amazon): This cordless vacuum comes with two attachments to clean everything from floors to upholstery and narrow crevices.
  • Levoit LVAC-200 stick vacuum: $150 (save $50 at Amazon): Get a lightweight cordless vacuum for only $150 through Black Friday.
  • Bissell CleanView XR 200W stick vacuum: $114 (save $85 at Amazon): This is a huge discount on a stick vacuum with a removable battery and XL dustbin.
  • Shark Pet stick vacuum: $150 (save $110 at Amazon): The unbeatable 43% discount on a Shark cordless vacuum gets you powerful suction and up to 40 minutes of runtime.
  • Eureka Stylus Elite stick vacuum: $173 (save $106 at Amazon): In addition to an $86 discount, you can take an extra $20 off to get a powerful cordless vacuum and self-emptying station.
  • Dyson V8 Plus stick vacuum: $300 (save $170 at Amazon): You can’t go wrong with a Dyson cordless vacuum, especially at 36% off.
  • Roborock Flexi Lite wet/dry vacuum and mop: $180 (save $220 at Amazon): This outstanding wet/dry vacuum and mop lets you tackle wet and dry messes in one fell swoop.

FAQs

When is Black Friday?

Black Friday is a big shopping event that occurs each year on the day after Thanksgiving. This year, it’s happening today, on Nov. 29.

When is Cyber Monday?

Cyber Monday happens on the Monday following the Thanksgiving holiday. This year, Cyber Monday falls on Dec. 2.

Are robot vacuum deals really better on Black Friday?

Robot vacuums are cheaper during big shopping events like Black Friday, Cyber Monday, and Amazon Prime Day. The fact that Black Friday is one of the last major shopping events of the year results in some retailers giving big discounts on the current product stock in preparation for new devices launching in the new year.

What’s the difference between Black Friday and Cyber Monday?

Though there are many online deals, Black Friday has been historically a mostly in-person shopping event where people visit a brick-and-mortar store. With most big box stores featuring an online store, Black Friday online shopping has become as common as Amazon Prime Day shopping. Cyber Monday began and remains an online shopping event for online stores to capitalize on customers who may have missed a Black Friday deal and can shop from home or work on Monday.

How did we choose these Black Friday deals?

As a robot vacuum tester at ZDNET, I’ve become familiar with these devices’ unique features and tested different models in every price range. This experience has made me realize that the robot vacuum market is saturated with competition. It also helps me discern which robot vacuums are worth their retail price and when a discount is a good deal.

Where can you shop the best Black Friday and Cyber Monday deals?

While retailers hold store-specific shopping events throughout the year, like Amazon with Prime Day, you can expect Black Friday and Cyber Monday deals to appear everywhere. This includes your local businesses and big box stores. Black Friday is a huge shopping event, both in-person and online, with stores like Walmart, Best Buy, Amazon, Target, Costco, and more offering eye-popping discounts on different products.

Conclusion

As a robot vacuum reviewer and dog owner, I’m always on the lookout for great deals to keep my home clean with as little effort as possible. With Black Friday and Cyber Monday just around the corner, I’ve curated a list of the best robot vacuum deals you can snag. From discounts on top-rated models to affordable options, these deals are sure to help you find the perfect robot vacuum for your needs.

This rebrand was a real high-wire act

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How We Made: RSPCA’s Pivotal Brand Revamp

The Challenge
The RSPCA, the largest animal welfare charity in the UK, was due for a rebrand after 40 years without one. Research showed that the charity’s brand was holding it back, limiting its ability to achieve its ambitious strategy. Many people felt the RSPCA wasn’t for them.

The Solution
Jones Knowles Ritchie (JKR), a leading branding agency, was appointed to develop a new identity for the RSPCA. The team worked closely with the charity to create a brand that was authentic, yet modern and relevant for today’s world.

Heritage and Inspiration
The RSPCA’s 200-year history was a rich source of inspiration. The team discovered a vibrant shade of blue from a rare 100th-anniversary book and a unique typeface, Wilberforce Sans, which reflected the humanity of the brand. They also drew inspiration from the charity’s campaigning history, visiting branches, animal hospitals, and farms to understand the organization’s work.

Logo and Color Palette
The new logo, an octopunct, combines the best of the old with the new. It’s a bold, yet approachable symbol that represents the RSPCA’s commitment to ending animal cruelty. The color palette is a blend of blue and white, with a dash of warmth, conveying the charity’s optimism and seriousness.

Typography
The custom-designed typeface, Wilberforce Sans, is a blend of human and animal-friendly qualities. It’s modern, yet timeless, reflecting the RSPCA’s mission to end animal cruelty.

Partnership and Process
The RSPCA worked closely with JKR, using an innovative AI-powered research partner, Loops, to test the strategy and design with key stakeholders, staff, and the general public. This ensured that the new brand was authentic, engaging, and effective.

Favourite Part
Olivia Reid, assistant director of marketing and communications, loves the distinctive animal icons, which represent the charity’s commitment to all animals. The illustrations were developed in partnership with the RSPCA’s science team, depicting happy, relaxed animals in their natural habitats.

What We Learned
Christopher Sharpe, creative director at JKR, highlights the interconnectedness of human and animal lives, emphasizing the need for a society that values animal welfare.

Feedback and Results
The response to the rebrand has been overwhelmingly positive, with 90.3% positive press coverage, 70% positive social media sentiment, and 83% of existing supporters agreeing that the new brand makes them feel positive about the RSPCA. Donations have also increased, with a 7% boost in consideration.

Conclusion
The RSPCA’s new brand is a testament to the power of collaboration, research, and creative vision. By embracing its heritage and understanding the needs of its audience, the charity has created a brand that is both authentic and forward-thinking.

FAQs

Q: What was the main challenge facing the RSPCA’s brand?
A: The charity’s brand was holding it back, limiting its ability to achieve its ambitious strategy, and many people felt it wasn’t for them.

Q: What was the solution?
A: Jones Knowles Ritchie (JKR) developed a new identity for the RSPCA, working closely with the charity to create a brand that was authentic, modern, and relevant.

Q: What were the key sources of inspiration for the rebrand?
A: The RSPCA’s 200-year history, its campaigning work, and visits to branches, animal hospitals, and farms.

Q: What is the new logo and color palette like?
A: The logo is an octopunct, a bold, yet approachable symbol, and the color palette is a blend of blue and white, with a dash of warmth, conveying optimism and seriousness.

Q: What is the custom-designed typeface like?
A: Wilberforce Sans is a blend of human and animal-friendly qualities, modern, yet timeless, reflecting the RSPCA’s mission to end animal cruelty.