RSPCA's Rebrand: A Modern Identity Rooted in Tradition

The Royal Society for the Prevention of Cruelty to Animals (RSPCA) has undertaken a significant rebrand after 50 years, a strategic move designed to modernise its image and resonate with contemporary audiences. This transformation, spearheaded by Jones Knowles Ritchie (JKR) and supported by AMV BBDO, goes beyond a simple visual update, aiming to reposition the charity for future challenges and broaden its appeal.

Modernising the Visual Identity

New Logo Design

The rebrand features a new logo, replacing the traditional octagonal "lozenge" with a more dynamic "octopunct" shape. This fresh design symbolises openness and inclusivity, moving away from the previous perception of the RSPCA as "cold and authoritarian." The new logo, characterised by its vibrant and energetic form, aims to evoke a sense of approachability and modernity​.

Colour Palette and Typography

The colour palette has been revitalised, introducing brighter, more engaging hues such as Butterfly Blue, Fox Red, Lizard Green, Rabbit White, and Swallow Blue. These colours are chosen not only for their visual appeal but also for their suitability in digital applications, ensuring that the RSPCA's presence is strong and clear across all media platforms. Additionally, a bespoke, humanist font inspired by protest placards has been developed, linking the charity's rich history with its contemporary mission​.

Graphics and Illustrations

A key component of the rebrand is the suite of new graphics and illustrations, depicting happy and healthy animals. These visuals communicate a message of hope and positivity, reflecting the RSPCA's commitment to creating a kinder world for all animals. The engaging and playful style of these illustrations connects with a broader audience, particularly younger demographics who are essential for the charity's future support​.

Comprehensive Campaign Strategy

Cross-Platform Campaign

The rebrand is part of a larger campaign strategy developed by AMV BBDO, which includes a powerful film featuring various animals singing Aretha Franklin’s “Respect.” This central film serves as a poignant reminder of the need for kindness and respect towards all creatures. The campaign extends across TV, cinema, out-of-home (OOH) displays, and digital media, ensuring a wide-reaching and impactful presence.

Public Engagement

By engaging with the public in a more meaningful way, the rebrand encourages audiences to participate in the RSPCA's mission through volunteering, campaigning, and donating. By presenting a more relatable and engaging image, the RSPCA is able to inspire a new generation of animal advocates and broaden its support base​ .

Strategic and Holistic Approach

Research and Collaboration

The rebrand was developed through extensive research and collaboration. JKR's team visited animal centers, hospitals, branches, and the national call center, engaging with RSPCA volunteers, inspectors, vets, wildlife experts, and branch managers. This thorough understanding of the charity's operations has ensured that the new brand supports and enhances its diverse activities rather than restrict them​.

Balancing Tradition and Innovation

One of the challenges of the rebrand was balancing the RSPCA's rich history with the need for a modern and dynamic identity. The bespoke font and vibrant color palette, along with the new logo design, achieve this balance by linking historical elements with contemporary aesthetics but the chosen approach ensures that the RSPCA remains relevant and engaging while honouring its long-standing commitment to animal welfare, which remains at the heart of the charity.

The RSPCA's rebrand represents a bold and necessary step towards modernising the charity and aligning it with contemporary values and challenges. By adopting a vibrant and inclusive visual identity, the RSPCA has inspired hope and action, with a will to encouraging more people to join their mission to create a kinder world for every animal. The transformation we think not only revitalises the charity's image but also reaffirms its commitment to leading the way in animal welfare for the next 200 years and beyond.

Great work JKR, AMV BBDO, and everyone else involved, in this iconic brand refresh!