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.’
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.
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.’
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.’