When the Universities Federation for Animal Welfare decided to rethink its identity, it approached the task the same way it approaches everything else, with evidence-based decision-making – and commissioned insight-led design agency Ave to support.
Founded in 1926, UFAW worked hard to help establish animal welfare as a scientific discipline at a time where it was clearly lacking. But as they closed in on their centenary their brand wasn’t keeping up. It was credible and professional, but also dated and difficult for general audiences to understand.
The name was part of the problem – ‘Universities Federation for Animal Welfare’ sounded narrowly academic, it didn’t make sense without the backstory, and was easily mixed up with other organisations.
Working alongside brand strategist Kat Knight, Ave hosted workshops and a survey of over 100 stakeholders across more than 30 countries which returned a consistent response: scientific credibility mattered most.
The new name, Science for Animal Welfare, reflects this evidence-based thinking. Direct, unambiguous and without the need for jargon. The visual identity draws on colours and textures inspired by the natural world, supported by a welfare-standard image library, a full Canva kit, an online brand guide, print and digital templates plus a brand new website design that gives the team everything they need to communicate consistently going forward.
Quote from Science for Animal Welfare:
“Changing the name of a charity is not a decision to take lightly, even less so in its centenary year, and I was conscious of the responsibility that comes with a century of heritage, but I am delighted with the new name, Science for Animal Welfare, which says so clearly what we do.
The name really emphasises our uniqueness; we now stand out from the myriad of other animal welfare charities because we focus on a scientific approach to understanding the welfare of animals and how to improve it. Our founders relied on evidence not sentiment, and our rebrand has been based on the same principles.
With our new name accompanied by our bold new visual identity we are far better placed to fulfil our mission, which is what truly matters. I think my predecessors would wholeheartedly approve. We are now confidently looking forward to another 100 years of improving the lives of animals through science.”
Dr Huw Golledge BSc PhD, Chief Executive & Scientific Director of Science for Animal Welfare
Quote from Ave Design Studio:
“This is the kind of project we set up Ave to do. A century-old charity with a genuine, research-backed case for change, a leadership team willing to be led by the evidence, and a brand challenge that is as much about organisational strategy as it is about design.
The name ‘Science for Animal Welfare’ did not come from a brainstorm, it was the result of a comprehensive discovery process that lasted many months and involved talking to stakeholders across the world. The new name puts welfare as the goal and science as the means.
And the identity we have built around it gives the organisation everything it needs to step into its next hundred years, a clear proposition for funders and donors, a professional membership offer that can compete internationally, and a visual language that finally matches the calibre of the work.”
Ellie Thompson, Founder and Director of Ave Design Studio
