Animal charity overhauls brand to boost awareness levels

Animal charity the World Society for the Protection of Animals has rebranded to World Animal Protection and unveiled a new logo and strapline as it looks to build on its 50-year heritage and raise awareness of the work it does globally to end animal suffering.

World Animal Protection rebrand aims to raise awareness of the charity’s work to end animal suffering.

The charity says the move is part of work it has done over the past three years to update its global strategy with the aim of “elevating the importance of animal welfare as a cause to believe in”. During that process it found that a major barrier to delivering that strategy was low awareness levels, at just 7 per cent globally, and a lack of understanding of what the charity stood for.

The new identity, created by Wolff Olins in collaboration with an in-house team at the charity, aims to position World Animal Protection as a global leader and lead its charge to end animal suffering. A new strapline “We move the world to protect animals” aims to get across the message that the charity can’t fulfill its ambitions alone and needs the help of corporates, governments and policy makers, as well as supporters.

Pippa Rodgers, the international director of global communications at World Animal Protection, says: “People did not really understand who we were and what we stood for, there wasn’t a bigger picture that linked our work together and that was hindering our efforts. We have an ambitious global strategy to end animal suffering and we need a strong brand to urgently address that.”

The new logo is based on a compass-like design, which Rodgers says reflects its more dynamic new identity, which aims to make actions to stop animal suffering the focus of its communications, rather than raising awareness of specific issues. Elements of the logo will be used across its communications, for example as a pointer online to direct people to the solution the charity wants them to take.

“This is about getting that stand out and showing us as an organisation that is a global leader that should be taken seriously. There will be a difference in people’s communications experience of us, this is about having more impact and focusing on the solution we want people to take,” adds Rodgers.

The rebrand is being communicated to current supporters via direct marketing and through social media. The charity is also planning a marketing campaign in September that will be linked to a “pressing global animal welfare issue” and communicate its new brand positioning, according to Rodgers.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here