A 175-year-old charity for the vegetarian and vegan movement has rebranded with a fresh logo, website and newly named membership magazine.
The Vegetarian Society has revamped its logo and website as part of a rebrand that cost just under £50,000.
The rebrand is intended to reflect the charity’s “refreshed vision and mission and our desire to become a bolder, more confident campaigning organisation – but one that doesn’t lose sight of its history,” said Deirdra Barr, director of marketing and communications at the Vegetarian Society.
Barr said: “From campaigning, to bringing about policy change, to our trademarks scheme – everything will come together under this new, more robust brand.”
The charity worked with the Manchester-based agency Instruct Studio to develop a new logo, which John Owens, creative director at the agency, described as a “new distinctive ‘V’ symbol which acts as a flexible container device”.
Owens said: “The typography was sourced from original recipe books found in their extensive library, giving a nod to the history, alongside new bolder type to make impactful messaging.”
The changes were made following initial workshops where the agency worked closely with the charity to develop the new messaging, he added.
Barr added: “Our website has been completely rebuilt, with bolder messaging and a brighter colour palette, providing a system with better navigation to our many resources which better serves our members.”
The charity has also renamed its membership magazine to The Pod, which the charity said is “aimed at embracing a broader demographic interested in changing their diet and lifestyle to reduce their impact on animals, health and the environment”.
The Vegetarian Society’s communication strategy has been renewed as part of the rebrand to feature “punchier, more direct messaging and impactful calls to action”, the charity said.
Richard McIlwain, chief executive of the Vegetarian Society, said: “It’s with the future in mind that we’ve decided to evolve our brand, in line with a Society that wants to be far more outwardly focused on creating real change – for the rights of animals, for the sake of our own health, and of course for the future of the environment on which we all depend.
“While our traditional ‘V’ symbol has evolved to reflect a more confident and assertive organisation, we’ve been mindful not to lose sight of our heritage.”