Happy lamb used in charity's aspirational new logo

Animal welfare charity Compassion in World Farming has replaced its logo of a sad-looking lamb with a much happier creature gambolling against the background of a green earth in a bid to portray a more positive image of its work.

CIWF: new logo
CIWF: new logo
Richard Brooks, director of marketing, said the new design would help the charity broaden its appeal.

“Historically we’ve been very good at talking to the converted,” he said. “The liveliness of the new logo alludes to what we stand for rather than what we stand against.”

The charity worked with Think Consulting and designers Taylor McKenzie on the new logo, which cost £5,500. Brooks said the charity kept the cost down by ensuring the consultants were properly briefed and by phasing in the introduction of the logo.

“We made sure that we thought long and hard internally about what we wanted to achieve,” he said. “Often, more money is spent on the cost of starting afresh than the cost of a design. We’re not binning everything just because it has the old logo. The logo is important, but it’s not that important.”

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