International Fund for Animal Welfare (IFAW) has rebranded to reach a wider audience and engage with younger donors.
The animal rights charity has updated its logo to “create a movement” and to expand its work following its 50th anniversary.
A spokesperson from the charity said: “In our 50th year, we want to grow our global audience and get our message and work out in front of more people, to create a movement. We wanted a new brand that visually and editorially reflects who we are as an organisation, and that is fresh and bold.”
“As we are evolving into a digital-first organisation to get in front of a younger base of donors, we need a new brand that is dynamic and engaging both online and offline. We have the infrastructure and the influence to take bold actions for animals, people and the place we call home, and are confident that our new brand reflects this. “
The logo was changed to lower case to be accessible and the letter ‘a’ was underlined to emphasise that they work with animals. The charity has added more photos to its website to highlight its activities. It said that the new brand concept for the charity was “animals and people thriving together.”
Azzedine Downes, president and chief executive of the charity, added: “Our biggest challenge has been not doing the work but talking about it.”
“At the same time, it’s clear to us that people care and they want to help. So, I knew it was time for a brand and website that better connected people to the work. A brand and website that’s like us – bold, compelling and full of good stories,” she said.
The rebrand, which took a year to develop, was overseen by design agency, Base Design.