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Pentagram

‘Battersea Best Friend’

Brand Identity

Visual identity and tone of voice for a membership programme that helps people take better care of their pets.

Battersea is a much-loved charity that cares for dogs and cats in Britain and beyond. Established in 1860, Battersea has gone from one home in London to three rescuing and rehoming centres around the country, growing in size and ambition to care for three million pets in need.

Pentagram has designed the visual identity for ‘Battersea Best Friend’, a membership programme that helps people take better care of their pets. This is Pentagram's latest collaboration with the iconic charity, having created its visual identity, tone of voice and brand strategy

The Battersea Best Friend brand is a playful extension of the master identity and uses tongue-in-cheek headlines to engage with its audience. In addition, Pentagram created a playful hand-drawn typeface, Battersea Paws, to reflect this loud and fun personality.

Client
Battersea
Sector
Not-for-Profit
Discipline
Brand Identity
Office
London
Partners
Marina Willer
Naresh Ramchandani
Project team
Cleber de Campos
Stuart Gough
Collaborators
Hiromi Suzuki, illustrator