good identity good
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good identity good

Woodgreen

Bonds between pets and people

Established in North London in 1924, Woodgreen is a one of England’s leading pet charities and has been providing a safe haven for vulnerable pets in need of urgent care or a loving new home. Woodgreen’s unique point is that it cares not only animals but also people with pets. During its almost a hundred years’ history, they have also offered expert advice and hands-on support to owners of pets including rodents and chickens, which led better understanding what makes the relationship between pets and people special.

The brand strategy needed to reflect Woodgreen’s unique position and focus on the bond between pets and people — without losing sight of pets being at the heart of the Woodgreen brand and the main focus of their work.
Pentagram project page

The identity developed by Marina Willer and her team aims to fully reflect the breadth of activities and powerfully state Woodgreen’s special purpose. It occupies a unique position in today’s world that has a significantly higher pet population since the pandemic began, and a cost of living crisis which is leaving more pet owners in a vulnerable position than ever before.

At the centre of the brand identity, the team created a heartwarming symbol that captures the unbreakable bond between animals and humans — using positive and negative forms to visually represent how pets and humans are dependent on one another. The words ‘Helping pets and their people’ appears under the logo, which perfectly summarises the idea that Woodgreen always sees the relationship from a pet’s perspective.
Pentagram project page

Imagery plays an important part in the brand expression — photographs of pets are taken at eye level to place the animals centre stage. This is supported by documentary-style imagery of professionals, the staff and volunteers that support Woodgreen — an integral part of the story, showing the behind the scenes aspects of the charity’s work.
Pentagram project page

Thoughts

Obviously the idea — “using positive and negative forms to visually represent how pets and humans are dependent on one another”— is brilliant. But I like two particular executions.
First, it doesn’t have head thus it subtly but clearly declares animals are in center stage. If it had a head it would look like “a man hugging a dog” even if the dog is placed literally in center. It also allows versatile implementation on the edge of applications such as Instagram avatar and poster presented above. Second, I wondered first why the hand has four fingers but perhaps it is also for showing animal centered feel because dog’s (and cat’s) paw is normally depicted with four fingers, though they have 5 in reality.
The typeface and color palette have a nice balance between professional and friendly. Bright green and sans serif font are a golden combination for modern companies, but both implemented here are not like tech startups. The team certainly chose the right ones to keep natural sense.

More on Pentagram project page

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Akihiro Takeuchi

Akihiro Takeuchi

Identity designer for people makes positive impacts.