Pentagram placed the emphasis on the charity’s commitment to unconditionally care for all dogs and cats, and developed a brand line that acts as a steadfast manifesto for Battersea: ‘Here for every dog and cat.’
Informed by the brand idea, the dynamic visual identity created by Pentagram uses a “family” of hand-drawn watercolour illustrations to humanely emphasise Battersea’s commitment to care for every dog and cat.
The abstract illustrations are designed to subtly communicate Battersea’s story; they appeal to people’s compassion and humanity, without victimising or stigmatising the animals.
A key focus while developing the identity was to create a brand that could flex and adapt based on the audience. This is particularly useful for Battersea’s public-facing programmes and fundraising initiatives, which lean into the joyful part of the brand personality.