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.