The Allotment rebrands The Donkey Sanctuary

The Allotment has created a new identity for international charity The Donkey Sanctuary.

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The consultancy was appointed to the work around 12 months ago and tasked with developing an identity based on the charity’s core purpose of ‘care and devotion’.

Paul Middlebrook, managing director at The Allotment, says, ‘They had quite an inconsistent identity with a lot of different logos, we’ve created a much more monolithic brand.’

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T-shirt and tea-towel

The new, heart-shaped identity, which was developed with Chris Mitchell of Epicicons, features images of two donkeys.

The Allotment has also created supporting graphics for destinations run by the Donkey Sanctuary, which continue the heart theme.

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Destination graphics

It has worked on touchpoints including livery, signage, gifts and print collateral, and is also working on the website, which is set to launch next year.

James Backhurst, creative partner at The Allotment, says, ‘Because The Donkey Sanctuary is an international charity we wanted to reflect the palpable “care and devotion” of its supporters in a way that would be instantly understood regardless of language.’

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Print collateral

Mark Cross, brand and design manager for The Donkey Sanctuary, says, ‘Our new, more emotive-based brand will help us to raise the consciousness of potential new supporters and allow us to communicate more effectively with existing donors.’

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Hide Comments (10)Show Comments (10)
  • Alexander Edwards November 30, -0001 at 12:00 am

    This is really nice. Well done chaps!

  • Stuart Smith November 30, -0001 at 12:00 am

    Lovely identity. Great work.

  • Jacky Moss November 30, -0001 at 12:00 am

    Really lovely – especially like the big furry ear for the comments leaflet – well done!

  • Steve Ballinger November 30, -0001 at 12:00 am

    Great thinking – love this!

  • Mary November 30, -0001 at 12:00 am

    Love it!

  • stewart November 30, -0001 at 12:00 am

    Each piece looks nice but altogether they dont seem joined up, each piece has a very different style

  • KeepCultureTidy November 30, -0001 at 12:00 am

    To celebrate a lovely new identity a lovely poem.

    The Donkey by GK Chesterton

    When fishes flew and forests walked   
       And figs grew upon thorn,   
    Some moment when the moon was blood   
       Then surely I was born.

    With monstrous head and sickening cry
       And ears like errant wings,   
    The devil’s walking parody   
       On all four-footed things.

    The tattered outlaw of the earth,
       Of ancient crooked will;
    Starve, scourge, deride me: I am dumb,   
       I keep my secret still.

    Fools! For I also had my hour;
       One far fierce hour and sweet:   
    There was a shout about my ears,
       And palms before my feet.

  • carl Brady November 30, -0001 at 12:00 am

    Well done on the Donkey Sanctuary new branding particularly liked the donkeys’ ear on the ‘tell us what you think’ leaflet but disappointed you missed out on using a donkey’s ass on another cover! Just kidding well done Mark!

  • Type guy November 30, -0001 at 12:00 am

    Great use of typography, G-Type’s Houschka Pro font works really well in this identity.

  • Emma Tameside November 30, -0001 at 12:00 am

    What an absolutely magnificent farm. I truly adore what these guys are doing for these donkeys. I’ve had a rather odd infatuation with donkeys welfare since I was a small child, after going on holiday and having the unfortunate sighting of a working donkey being beaten.

    I think it was when I turned 20 that I really started to do my part. Whether it be donating to my local donkey charity or educating people on the abuse that donkeys face everyday. Keep up the good work over there guys, you’re doing a great thing.

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