World Society for the Protection of Animals changes its name to World Animal Protection

The charity says the rebrand, which cost £168,000, is intended to make it easier for the public to understand what it does

World Animal Protection
World Animal Protection

The World Society for the Protection of Animals has changed its name to World Animal Protection to make it easier for the public to understand what it does.

The charity said the name change was prompted by research indicating that less than 7 per cent of people were aware of the charity and that the public was unclear about what the animal welfare charity stood for.

The project – which involves a new logo and website – cost £168,000 to complete.

The charity said in a statement the concept behind the new brand was that the charity "moves the world to protect animals", with the new logo being inspired by a compass to reflect the organisation’s global outreach and its aim to "point the way to the solution for animal suffering".

It said the change was "about embedding our purpose into everything we do, so no matter where we are in the world or what we’re doing, people will know who we are and what we stand for, and be inspired to join us".

Pippa Rodger, international director of communications at the charity, said the cost of the rebrand represented less than 0.4 per cent of its global annual expenditure.

"As a charity, every pound we spend is very carefully considered and accounted for, so we made sure we used up all our all printed material before the change and timed the work so that it tied in with the update to our website technology," she said.

The brand consultancy Wolff Olins worked on the project on WSPA’s behalf. The rebrand will be rolled out across the organisation’s 15 offices worldwide by the end of June.

Susannah Birkwood

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