Dogs Trust has launched a brand refresh in partnership with London-based creative agency The Clearing to establish a more expressive, digital-first identity. The update features an expanded character roster, a warm color palette inspired by dogs, and a “dog’s eye view” photography approach to better convey the bond between pets and people.
Why are charities moving toward character-led branding?
The Dogs Trust rebrand signals a shift from logo-centric design to personality-driven storytelling. According to the charity, the mascot Homer is no longer restricted to the logo. Instead, his role has expanded to allow for more diverse applications across digital and physical platforms.
This evolution includes a wider cast of characters created by illustrator Mr. Griff, alongside a broader illustration suite by Cathy Hogan. By moving away from a single, static icon, brands can tell more complex stories. The new illustrations specifically feature more people and dogs in training-led scenarios to represent the charity’s work in rehoming and prevention.
Industry experts note that character-led systems allow organizations to build deeper emotional connections. When a brand uses a cast of characters rather than a single symbol, it creates a world that followers can inhabit, rather than just a mark they recognize.
Expanding a mascot into a full cast of characters helps brands reach diverse demographics by showing different types of people and animals in various life stages.
How does digital-first design change visual identity?
Dogs Trust has transitioned to an identity system that is “bigger and bolder,” specifically designed to work across all digital channels. The charity’s updated wordmark features emboldened text and a circular logo that emphasizes movement.
Typography plays a central role in this digital optimization. While the brand remains rooted in its custom typeface, Fido, it now incorporates Work Sans as a secondary font to provide better support for digital interfaces. This combination ensures legibility on everything from small smartphone screens to large-scale physical signage.
The new color palette also reflects a move toward “sensory branding.” The charity introduced warm tones specifically named after dog traits, including Red Setter, Biscuit, and Blonde. These hues are intended to create an immediate, instinctive connection with the subject matter.
Comparison: The Dogs Trust Brand Evolution
| Feature | Previous Approach | New Identity System |
|---|---|---|
| Mascot Usage | Bound to the logo | Expanded role and character cast |
| Color Strategy | Standard brand colors | Warm, dog-inspired tones (e.g., Biscuit) |
| Photography | Traditional imagery | “Dog’s eye view” organic imagery |
What makes the “dog’s eye view” photography trend effective?
The Clearing reimagined the charity’s photography by adopting a “dog’s eye view” approach. This method uses more honest and organic imagery to depict the everyday bond between dogs and humans.
This trend reflects a broader move in visual communications toward authenticity. Instead of using highly staged or polished stock photography, brands are increasingly using perspectives that mimic the lived experience of their subjects. For a pet-focused charity, filming or photographing from a lower angle changes the viewer’s relationship with the image, fostering empathy.
By focusing on “honest” imagery, the charity aims to show the reality of rehoming and the practical aspects of dog ownership. This transparency builds trust with donors and supporters who value real-world impact over idealized marketing.
When designing for mobile-first audiences, prioritize “boldness” in your wordmarks. Thicker strokes and higher contrast help maintain brand recognition even when users are scrolling quickly through social feeds.
Frequently Asked Questions
Who designed the new Dogs Trust brand refresh?
The brand refresh was developed in partnership with the London-based creative brand agency The Clearing.
What are the new colors in the Dogs Trust palette?
The new palette includes warm tones named Red Setter, Biscuit, and Blonde.
How has the mascot Homer changed?
Homer is no longer strictly tied to the logo; his role has expanded, and he is now part of a larger cast of illustrated characters.
What do you think of the shift toward character-driven branding? Let us know your thoughts in the comments below or subscribe to our newsletter for more design and branding insights.