Cats Protection updates logo as part of £50,000 rebrand

02 Nov 2023 News


Cats Protection

Cats Protection has refreshed its logo as part of a £50,000 rebrand, the charity has announced.

The charity said it aimed to change its “old-fashioned” perception through the rebrand as well as emphasise its expertise and celebrate the personality of cats and the bond they share with people.

Its new logo coincides with the launch of its winter fundraising campaign called Together.

Rebrand costs and growth plans

Catherine Cottrell, the charity’s director of marketing and income generation, told Civil Society: “Cats Protection’s new look has cost around £50,000 which is comparable with other charities of our size and a moderate investment to generate much greater vital funds to expand our services and help more cats. 

“We know from our recent Cats And Their Stats Report that there are 11 million owned cats in the UK and last year we helped 150,000 of them. We want to help many more cats by growing awareness of Cats Protection and we believe our fresh, dynamic, and contemporary new look will help us achieve this.”
Asked whether the charity has set any specific growth targets, Cottrell said: “It’s hard to set specific targets because of the challenging economic and social environment which is stretching Cats Protection’s services and making it difficult to plan ahead with complete certainty. 

“The cost-of-living crisis has made life, and looking after cats, harder for people which means more cats than ever before are coming into our care. 

“However we are passionate about helping many more cats and their owners, as laid out in our 10-year strategy All for Cats, so are very focused on growing our income and reaching new audiences through our new brand.”

In 2022, the charity had a total income of £86m and an expenditure of £87.4m.

Aim to change perception 

In order to gather insight as part of the rebrand development, Cats Protection conducted research among external audiences, as well as some of its 11,000 volunteers and staff.

Cats Protection’s research found that 62% of people are aware of Cats Protection and regard the charity as approachable and trustworthy.

“However, we are also seen as smaller than we are, old-fashioned and less expert than we know our team of volunteers and staff to be,” said Nicola Shepherd, head of brand and marketing for the charity.
“It was clear that our brand was holding us back as it was not as recognised, loved or understood as it should be.
“With the support of lukecharles we have moved to a more eye-catching and modern look which will help us to reach new audiences, raise more money and increase our impact and influence so that we can help as many cats as we can.” 

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