Dyrenes Beskyttelse

Striking the right balance

Since 1875, Dyrenes Beskyttelse (Animal Protection Denmark) has worked to help animals in need and to secure a respectful and balanced relationship between animals, people and nature. Today, with the increased public awareness on sustainability, food culture and animal welfare, Dyrenes Beskyttelse is as relevant as ever before.

We have worked with Dyrenes Beskyttelse to bring the organisation’s visual identity up to date and strengthen the communication of their important work. The full rebrand covers all aspects of Dyrenes Beskyttelses visual communication — from brand structure and basic design elements to art direction, editorial design, signage and environmental graphics.

Based on a dualistic design direction, the new visual identity strikes a balance between a time-honoured society founded on humanity and soft moral values – and a modern and highly professional NGO, influencing politics, industry standards and public opinion.

The design concept introduces a separated and redesigned wordmark and emblem, each representing a different side of Dyrenes Beskyttelse. While the emblem embodies the history, heritage and underlying values, the bold and straightforward wordmark serves as the primary logo, representing the modern corporate organisation.

Complemented by a revitalised colour palette, bold typography, custom designed icons and art directed brand images, the new identity enables Dyrenes Beskyttelse to communicate with impact and continue to influence how we treat animals in the industry, in our homes and in the wild.

The visual identity for Dyrenes Beskyttelse has been honoured with a Creative Circle Bronze Award 2017.