(Est. 1924) “The League Against Cruel Sports is an animal welfare charity that campaigns against sports such as bullfighting, fox hunting and hare coursing. It also campaigns to ban the manufacture, sale and use of snares, and for an end to greyhound racing, commercial game shooting and trophy hunting. Famous supporters include comedian Ricky Gervais, Jo Brand, John Bishop, Sir David Jason and Gemma Atkinson.” (Wikipedia)
ASHA (Gloucestershire, England)
Determined to uncover who the League really is and to get to the heart of the issue, ASHA identified that the charity is about changing human behaviour towards animals, rather than just about the animals themselves, and created the generative idea of ‘Humanity for Animals’. Like many charities, the League had previously portrayed animals as tortured victims, often leaving audiences feeling powerless themselves. ‘Humanity for Animals’ creates the distinction that the League needed – it’s all about acting for animals as anyone should, who is truly human.
ASHA created a visual positioning that shows the joy in the human and animal relationship, with the thought of ‘Soul to Soul’. This photographic style banishes the weak and helpless creature persona, and instead adopts a positive, dignified and confident stance. In essence, ASHA wanted to do the animal justice, replicating how you as a human would want to be portrayed. By depicting the animals in this light, it really makes audiences consider the inhumanity behind torturing such beautiful creatures.
Images (opinion after)
The old logo focused more on the alarmist nature of its cause, with a roughed up, bloody (in color if not necessarily execution) paw. Which has its merits in that it demands attention and brings to bear the atrocity of animal abuse. The new logo is more about empowering the audience, with a superhero-like shield, that turns everyone into a potential hero when supporting this charity. The icon and wordmark could use a lot more finesse but the basic premise is great. It evolves the original paw-heart icon, keeping its equity, and it’s tightly fitted into a shield that works perfectly with the pointy end of the heart. I was actually being kind to the wordmark… it’s super bland. It would have been so easy to just choose a more interesting typeface. The applications look great with the striking photography of animals against black backgrounds, which make the logo and typography stand out nicely. I would wear that pin in a heartbeat too. Overall, a solid evolution in concept — could have used some more graphic superpowers to take it to the next level.