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.
