Exploring the RSPCA's New Branding

As a massive animal lover, there isn’t much that makes me angrier than cruelty to animals. The RSPCA for decades has been an iconic institution that has stood as a beacon of hope and protection for our furry, feathered and scaly friends. I was super excited to see their new branding, which is not only beautifully executed but also reaffirms their commitment to the well-being of all creatures great and small. They have kept their heritage blue but with a bold modern puncher tone with some fab energy, putting a firm eye forward to the future. Their new branding encapsulates the essence of its mission: compassion, advocacy, and action. It’s been the first update in over 50 years, but I think it was worth waiting for

Central to the RSPCA's rebranding is its emblem box with the corner angled off which plays on the old logo beautifully – a symbol that embodies its values and serves as a rallying point for supporters. While retaining the familiarity of the beloved blue and white shield, the new emblem breathes fresh life into the organization's visual identity.

 The updated emblem is sleeker, more dynamic, yet unmistakably RSPCA. Its clean lines and contemporary aesthetic reflect the organisations forward-thinking approach while honouring its rich history. At its core lies a heart – a poignant reminder of the compassion that drives every endeavours of the RSPCA.

 The illustrations created for all the animals, are playful, it gives them space to fit and flex for all the different areas that RSPCA cover. It highlights the scope of the work they do also. The movement created in them really brings them to life. The diversity in the colour palette each with a lovely name ‘Rabbit White, RSPCA Blue, Lizard Green, Butterfly Blue, Fox Red and Swallow Blue’ really gives the creative fit and flex to be adapted and keep layouts and information interesting and engaging. It will spark RSPCA into people’s hearts like it has for generations but also create a new generation of support to allow them to go strongly into the future helping even more animals. I’m sure it will help rally more volunteering at a local shelter, more people to adopting a rescue pet, or advocating getting support policy change in the world. Each person together can make a difference. Ultimately, the RSPCA's new branding is more than just a fresh coat of paint – it's a call to action. It's a reminder that the fight against animal cruelty is far from over and that every individual has a role to play in creating a better world for animals.

The new typeface was developed with heritage in mind of the old woodblock typography from activist campaign boards. You can really see their inspiration. It must have been a delight to develop this for RSPCA. Designing a new typeface is no small task but they have absolutely smashed it out the park in my opinion. You can see the inspiration from Grotesque no. 9 but it has more character and personality. When a font is created a line of text always used is ‘the quick brown fox jumped over the lazy dog’ which is a famous saying in English that is a short sentence in which all 26 letters of the alphabet is used so is a great way to test typography. On their branding layout though the designers who created the guidelines, put their own twist on it ‘the quick brown fox was protected by the RSPCA’ its these tiny but beautiful things which really make a brand have a personality and really come to life. They have named the font Wilberforce Sans, as a thanks to the British politician and abolitionist, who in 1840 was a founding member of the society of the prevention of cruelty animals. Which would then because of the patronage of Queen Victoria would become the RSPCA. What a beautiful legacy to add to his memory. The typeface and animal illustrations work in absolute harmony together and complement each other with balanced precision.

To support the launch of the creative and their 200th year, they are running a campaign called For every kind, which lead with a video called RESPECT where animals big and small sang ‘Aretha Franklin’s iconic song Respect.’

It's humorous and playful but super hard hitting showing us as a society we still have a long way to go with animal cruelty and the suffering that happens everyday. The campaign for every kind of animal. Chris Sherwood, Chief Executive of RSPCA said:

“We are devoted to our cats and dogs, but we often don’t realise we are connected to billions of other animals in our lives, through the things we buy and the choices we make. All animals are amazing, but sadly we’ve come to see many creatures as commodities and we value their lives differently because of it.

“All animals deserve our kindness and respect and the first step to changing the way we treat animals is changing how we see and feel about them. Which is why we are launching our For Every Kind campaign to mark our 200th year. A world that is better for animals, is better for us all.”

This campaign is about kindness for all animals, and some animals not being seen less than or a commodity or just vermin or a pest. RSPCA did some research which ‘revealed people are more likely to see a dog as a ‘friend’ (75%), and are more likely to see pigs or rats as ‘useful’, possibly due to being found on farms or in labs. The majority of people saw foxes, who are often seen as vermin, as a ‘threat’ or ‘pointless’, suggesting they don’t recognise their right to a good life.’

I guess being totally honest and I don’t think many people with gardens would disagree, we are all guilty of getting pretty angry with a snail eating their garden like a charcuterie board, and evicting them.

The rebrand hasn’t been without critics, farmers hitting out saying the campaign implying that farming and farmers mistreat their animals and saying it was misleading. The campaign video it is about other animals but the lead ones in the video are farming images of cows, pigs and chickens in barns, highlighting battery farmed eggs but in balance it also talks about bees, snails, dogs, hedgehogs, spiders, foxes, turtles being trafficked, dog racing all massive topics too.

I guess anything with animals and varied opinions on how things should be done is going to raise feelings and emotions in us all. Each person on their own journey with their knowledge and moral rights and wrongs. I don’t think many people would ever go about their day hurting or disrespecting animals in anyway of malus or intension of doing so. I like to think as a whole people would agree animals should be cared for as best as we can.

I can see why these opinions have developed over the year for a myriad of complex reasons but it is right every animal deserves a good life. Something we could always be reminded off is compassion triumphs over cruelty, and that every creature receives the love and respect. In the end, the true measure of the RSPCA's success lies not in its branding, but in the lives it touches and the hearts it inspires and will do for many generations to come with their bold modern new brand positioning to keep them in the minds and hearts of supporters and campaigners.

(All Image credit: RSPCA/JKR/Studio DRAMA)