LEAGUE AGAINST CRUEL SPORTS
Gloucestershire agency ASHA has given the animal welfare charity a new visual identity. We critique the new branding…
We get three perspectives on ASHA’s realignment of the charity
“Previously, the League Against Cruel Sports portrayed animals as tortured victims, often leaving audiences feeling powerless themselves. Our generative idea, ‘Humanity for Animals’, creates the distinction that it’s all about acting for animals, as anyone should who is truly human.
That’s why the new LEAGUE brand identity has had changes to many of its core brand elements, by creating three simple categories: Investigate, Educate and Protect.
You can’t change perception by logo redesign alone. So we created a visual positioning that shows the joy in the human and animal relationship, with the concept of ‘Soul to Soul’. This photographic style banishes the ‘weak and helpless creature’ persona, and instead adopts a positive, dignified and confident stance.” “I wasn’t aware of the League Against Cruel Sports prior to their rebrand. The organisation is obviously a great and worthy charity, but it’s a shame their new identity falls short.
The main concept of the heart as the paw was already there in the original brand identity, so a simpified version of this does make sense. However, I’m not sure why there is such an emphasis on LEAGUE. Surely that first glance should tell you this is an animal charity?
The poster and business card layout is lacking energy and dynamism. For a company trying to put an end to trophy hunting, it seems an odd choice to display the animals in what looks like taxidermy display cabinets. Those three posters on the brick wall wouldn’t look out of place in Norman Bates’ bedroom. And one final point: which cruel sports involve house cats...?” “A solid, positive rebrand. The shield mark is a simple, strong metaphor for protection. Using the reverse of the shield as a secondary sublogo is clever. Simplifying the previous ‘bloody paw’ mark, and removing the gore from the paw, is a step forward too.
The Investigate-Educate-Protect wording is strong, together with the line ‘Defending persecuted animals’ turning a brand that is, understandably, against something into a brand with a positive mission.
The geometric sans wordmark is fine, and looks clean and considered, although this is definitely a look that’s going to define and date the current era.
But my favourite element is the shield pinbadge – I’d happily wear that. The wording on the reverse is a subtle bit of attention to detail, and well thought-through.”
ANDREW CAMERON Creative head, Orckid Design & Marketing www.orckid.com
MARKSTEEN ADAMSON Founding partner, ASHA www.ashawebsite.co.uk
WILL GEE Graphic designer www.behance.net/ willygee