The Brooke removes the definite article from its name

The equine welfare charity has spent £220,000 on a rebrand after research found it was seen as quiet, boring and traditional

The new logo
The new logo

The equine welfare charity The Brooke has changed its name to Brooke as part of a £220,000 rebrand.

The rebrand, which includes a new website, consists of a new logo, new brand messaging and imagery. Brooke has introduced a new strapline: "Action for working horses and donkeys".

A spokeswoman for the charity said it would be phasing out the definite article from its name because it did not add any value.

"‘The’ was a left-over aspect of our brand from when the charity was called The Brooke Hospital for Animals, a name that became inaccurate some time ago," she said. "We felt that ‘Brooke’ was bolder, simpler and friendlier. Many of our international colleagues having been using just ‘Brooke’ for years."

The charity decided a rebrand was needed for the first time in 11 years after insight from nfpSynergy’s Charity Awareness Monitor revealed that people frequently described the charity using words such as "old", "quiet", "boring" and "traditional". They also found Brooke’s former logo confusing.

"It was clear we had to change and, in particular, needed a logo that was as telegraphic as possible in terms of conveying what Brooke does," said a Brooke spokeswoman. "We take action in lots of ways to make the animal’s life better without taking them away from their owner and ruining a family’s livelihood.

"We needed a look to convey this, and added the strapline to make it even clearer."

She said the charity’s key messaging had also changed to place greater emphasis on the role of people in the lives of working animals. It had improved its creative content, she said, producing better quality photos and videos that depicted the people and animals it worked with more accurately.

The spokeswoman said it was hoped that the new website, created by the agency Sift Digital for £120,000, would help attract more supporters and fundraisers for the charity through digital channels such as Facebook and Twitter. She said that 75 per cent of potential donors who visited Brooke’s previous website did not complete the online donation process they started because of the "old and clunky" technology.

"Now we’ve addressed this issue, the new website will pay for itself in a matter of months," she said.

The charity held about 20 focus groups across the UK during the research phase of the rebrand, working with the communications agency Arthur London. It also ran online and one-to-one research with people from other charities and institutions it wanted to work with.

Brooke believes the rebrand will appeal to its long-term supporters and two new potential supporter audiences that its research identified.

The rebrand coincides with a new five-year strategy for Brooke, which started last month and will see the charity seek to increase its global influence.

Petra Ingram, chief executive of Brooke, said it was a time for the next step in the charity’s journey. "A brand is an important asset," she said in a statement. "It’s what people think, feel and say about the charity and is key to raising awareness and encouraging more people to support our work. I’m excited about our new look and proud of our ambitious new global strategy."

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