The World Society for the Protection of Animals tackles "great confusion" with rebrand

The World Society for the Protection of Animals (WSPA) has rebranded to World Animal Protection in an attempt to globalise and clear up "confusion" over its name.

  • World Animal Protection rebranded

    World Animal Protection rebranded

  • Before & after

    Before & after


The charity has said that despite a 50-year history of protecting animals, the WSPA "faced a major barrier to the delivery of its strategy".

This followed research involving nearly 6,800 people that revealed fewer than seven per cent thought of the charity when asked to think of an animal protection organisation.

World Animal Protection international director of comms Pippa Rodger said the purpose of the charity, which worked with consultancy Wolff Olins for the rebrand, was "not clear" and the acronym WSPA "was meaningless in many languages".

"Many audiences across the world could not connect with it or understand it, causing great confusion," she said.  

"World Animal Protection is clear, distinct and memorable. Changing the name to World Animal Protection brings our name in line with what we are trying to achieve – protecting the world’s animals."

Highlighting the charity's growing presence in Africa, Roger added the charity needed to become more "clear and consistent" in how it portrayed itself as it expanded internationally.

"We had to develop a brand that would have impact wherever it appears in the world and would move people to take action wherever they live."

The rebrand will roll out across the organisation’s 15 offices worldwide by the end of June.

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