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Pentagram Re-Brands Battersea

I have always been inspired by Pentagram's work and I am forever following what they're up to and what they are designing! I recently found this re-brand which I immediately fell in awe of and I really wanted to share my thoughts.

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Simply renamed to 'Battersea', the animal charity has undergone a fun-loving re-brand in the pursuit to convey the full depth of its offering and proficiency. I like the idea of shortening the name from  'Battersea Cats and Dogs Home' as I feel it certifies that the charity is not a permanent home for animals but does have an authority in animal welfare. 

Pentagram: Battersea

Pentagram: Battersea

The new, enthusiastic approach features playful, bright blue watercolour illustrations which breathe life and excitement into the brand. The blue really represents a sense of trust, loyalty and holds cheerful values. It also holds connotations of being the helper, the rescuer and the friend in need - all traits in which Battersea hold.

The re-brand was developed by Marina Willer and Naresh Ramchandani. I recently discovered that Marina Willer is a graphic designer and film-maker who, before joining Pentagram was the head creative director for Wolff Olins in London. Willer has lead the design of major identities such as Tate, Oxfam, Sam Labs and many others. I loved the work she did for Tate Modern and have always been fascinated by the idea behind it - but that's for another post! 

"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," said Pentagram.

The bespoke water colour illustrations are each missing facial features, which seems to tie in well with the rest of the new, simple and eye-catching brand. I feel as the the absence of features also represents the human involvement which is required to make these animals 'whole'.

Although the eye-catching illustrations only feature ears, noses and whiskers, each one seems to hold it's own personality which is portrayed through the positioning of the ears and angle of the face. I really like how each illustration constitutes a celebration of the diverse range of personalities found amongst Battersea's dogs and cats and I believe it gives the charity a sense of disposition and passion.

Pentagram: Battersea

Pentagram: Battersea

The simplicity of their printed material is extremely eye catching which is ideal for a charity, it's "straight-to-the-point" and has strong and bold imagery. The designers have used a Franklin Gothic typeface for the text, which they chose for its visual ''authority''. It is obvious that they have added a new range of imagery to the brand, which includes animals cheerfully cutting onto each page page. 

The new brand also includes a new playful and bespoke typeface called Battersea Paws, which can adapt to certain fundraising campaigns such as the 'Muddy Dog Challenge'. 

Pentagram: Battersea

Pentagram: Battersea

It's great how the Muddy Dog Challenge logo is in the same style as the playful illustrations used throughout the brand. It shows how the brand can adapt, stand out and be recognisable for future fundraising events and campaigns.

Pentagram: Battersea

Pentagram: Battersea

"Like most animal-rescue charities, we're aware that the way people are finding and buying pets is changing and, as increasingly people choose to go online to find their next pet, we need to stand out and communicate effectively in a digital world," - Battersea
 
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Charlotte Parker