The cat welfare charity the Feline Advisory Bureau has changed its name to International Cat Care, launched a new website and overhauled its logo as part of a major rebrand.
The charity has stepped up its international work in recent years and wanted its new name to reflect this. Its expansion has prompted a demand for more information from vets and cat owners across the globe, including in India and China, and it said it felt the old name was harder to explain across language barriers.
The charity, which had an income of £1.3m in 2011, will officially unveil its new identity at the annual British Small Animal Veterinary Association congress later this month.
The new website showcases the charity’s expertise in caring for cats and its international work.
The international programme includes a scheme in Sudan that teaches vets about the safe handling and neutering of cats, with an emphasis on street cats.
The charity used Pegasus, a healthcare communications agency, to help with the rebrand, which cost about £15,000. It also completed some of the work on the new website in-house.
"We continue to evolve as a charity and we are increasingly working internationally to help vets and local communities provide better care for cats," said Claire Bessant, chief executive of International Cat Care.
"While our mission and values will remain the same, we needed a strong brand identity to better reflect this work and to help us engage more directly with consumers and vets. We really wanted to achieve a clear and succinct explanation of who we are and what we do, and we think the new name and visual identity sum that up perfectly."