Dogs Trust bold brand refresh reflects an evolution in personality

The dog rehoming and rescue charity needed a way to build on its 2020 rebrand and create a more expressive identity system. Continuing its partnership with London-based creative brand agency The Clearing, Dogs Trust launched a brand refresh with evolved visuals and an expanded personality.

At its core, Dogs Trust’s identity system is bigger and bolder, working across all channels with an emphasis on digital.

The brand’s wordmark was subtly refined, emboldening both words and highlighting the existing circular logo for a stronger sense of movement. The colour palette introduces warm tones inspired by the world of dogs with hues titled Red Setter, Biscuit and Blonde. Typography remains rooted in Dogs Trust’s custom typeface, Fido, with new support from secondary font, Work Sans.

Homer, the charity’s mascot, is no longer bound to the logo. As his personality and role within the brand expand, he can be used in a variety of applications. A wider cast of characters joins Homer, created by illustrator Mr. Griff, and a broader illustration suite, created by Cathy Hogan. The art features more people and dogs in training-led scenarios to represent the charity’s rehoming and prevention work. 

The Clearing reimagined Dogs Trust’s brand photography through a ‘dog’s eye view’ approach with more honest and organic imagery to convey the everyday bond between dogs and people.

“Dogs Trust was already a well-established charity in the UK,” says Martin Willittis, design director at The Clearing. “By introducing more movement, warmth and personality, the brand can help Dogs Trust build a bigger community and inspire more donations to fund the charity’s vital work.”