Battersea Dogs & Cats Home has rebranded, dropping both types of animal it cares for and the word "home" from its name.
The animal shelter in south-west London will now be known simply as Battersea and has acquired a new slogan – "Here for every dog and cat" – as part of a £75,000 rebrand produced by the design agency Pentagram.
The charity’s new logo features abstract watercolour images of a dog and cat. There are variations of the design for the charity’s website, social media and other communications to create the impression of a range of canine and feline characters.
The 158-year-old charity, originally founded as the Temporary Home for Lost and Starving Dogs, last rebranded in 2005, adding cats to its name to become Battersea Dogs & Cats Home.
Pentagram said in a statement that the decision to drop "Dogs & Cats Home" from the name had been led by a desire to make the breadth of the charity’s work clearer.
"In some contexts, the word ‘home’ could imply a permanent dwelling for Battersea’s animals," the statement said. "It could also be understood to mean one location, despite Battersea operating across three sites."
Pentagram said that the new name placed the emphasis on the charity’s commitment to care unconditionally for all dogs and cats, and developed a brand line that would act as a steadfast manifesto for Battersea.
"Pentagram’s approach was to strike out against some of the negative connotations associated with the language and tactics of the charity sector, which often leans into a world of shock tactics, euphemistic language, well-worn tropes and overly-sentimental language," the statement said.
"Instead, the new Battersea brand deploys honest and straightforward language, expressed by a tone of voice that speaks with joy, principles, expertise and endeavour."
The brand was first used as part of the charity’s adoption awareness campaign, which was launched on 5 April.
A spokeswoman for Battersea said: "We felt it was time to review how we connect with our audiences and bring people's understanding of Battersea up to date.
"From our own research, we know that many people have heard of our charity, but they often have an out-of-date perception of us and what we do."
She said the need to stand out and communicate effectively was even more important in a world in which people increasingly went online to find pets. The adoption campaign is also urging people to meet animals before they take them on.
She added: "We remain fully committed to our vision and mission to improve the lives of unwanted dogs and cats. In order to achieve this, we have to ensure that Battersea is easily recognisable and relevant to the widest possible audience."