Well known animal charity, the World Society for the Protection of Animals (WSPA), is officially rebranding itself as World Animal Protection, a new identity created by Wolff Olins. Part of the decision to change the identity of the WSPA comes with the fact that the acronym falls short in other languages and since the World Animal Protection spans 13 global offices.
The new brand identity aims to position World Animal Protection as a global leader and help lead it to successfully ending animal suffering.
The new tagline, "We move the world to protect animals" aims to get the message across that the charity cannot fulfill their mission alone and requires the help of the world.
The international director of global communications at World Animal Protection, Pippa Rodgers, stated that: “People did not really understand who we were and what we stood for, there wasn’t a bigger picture that linked our work together and that was hindering our efforts. We have an ambitious global strategy to end animal suffering and we need a strong brand to urgently address that."
Across their social media channels, World Animal Protection has been posting various updates with the caption: "We were known as WSPA (Word Society for the Protection of Animals). We are now World Animal Protection." in order to update people on the changes taking place.
The most important factor that the charity wants people to remember is that their name has changed, but their focus remains the same.