Cats Protection has rebranded to “build the charity’s reputation as experts in all things cat”.
The charity helps 157,000 cats and kittens each year through a network of 210 volunteer-run branches and 34 centres.
As part of the rebrand, which cost about £50,000, the charity said it conducted research among external audiences, as well as some of its 11,000 volunteers and staff.
Nicola Shepherd, head of brand and marketing at the charity, said: “We found that around two in three people are aware of Cats Protection and regard us 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.
“It was clear that our brand was holding us back as it was not as recognised, loved or understood as it should be.
“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.”
The charity’s new visual identity – featuring a “dynamic logo which captures the elegance and dynamism of a cat, a distinctive colour palette and authoritative typography” – was developed in partnership with the design agency lukecharles.
Catherine Cottrell, director of marketing and income generation at Cats Protection, said: “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.”
The organisation said the new logo celebrated the unique personality of cats and the bond they shared with people. By promoting these ideas it “aims to prevent cruelty, mistreatment and reduce the need for rehoming”.
Shepherd said: “We’re proud of the difference that we make but we know there’s so much more to do.
“Supported by our new brand, we hope to launch many campaigns which will help us all to tell more people about our work and our plans to make life better for millions of cats and the people who care for them.”
The charity’s latest annual accounts, covering the financial year ending 31 December 2022, state its income as £86m and its expenditure as £87.4m.