UK Dog Behaviour & Training Charter
Reshaping brand standards in the dog behaviour & training industry
The UK Dog Behaviour & Training Charter brings together many of the UK’s leading behaviour and training organisations to collaboratively shape government legislation, benefiting dogs, their owners, and the profession. They also aim to be a trusted resource for dog owners seeking quality trainers and behaviourists who use positive, reward-based methods. Facing challenges with an outdated logo that couldn’t be trademarked and lacking distinct appeal, the Charter embarked on a complete rebrand to refresh their identity, attract more members, and ensure visual consistency across all marketing materials.
The Challenge
The primary challenge for the Charter was to establish itself as a trusted and respected authority within the dog training and behaviour community. They struggled with a lack of awareness among potential member organisations, primarily relying on member advocacy and contending with more established competitors. Their old logo was not only outdated but also lacked the uniqueness and clarity required to adequately represent their services and goals. Additionally, their website faced significant issues, including a lack of clear calls to action, poor information hierarchy, and an unprofessional appearance that failed to highlight their exceptional work.
To achieve their goals, the Charter needed a complete overhaul of their brand identity. The new branding had to be distinctive and trustworthy, attracting more organisations to join. They also required a suite of logos for various purposes, such as member badges, websites, print materials, and social media profiles. The website redesign needed to enhance user experience, making it more responsive, easier to navigate, and visually appealing, with clear pathways to encourage organisations to join.
The Process
We began the rebranding process with an in-depth creative strategy session, delving into the Charter’s mission, goals, values, target audience, and typical buyer’s journey. Through competitor analysis, we identified a widespread lack of clear and consistent branding. Our strategy focused on adopting a distinct and consistent brand identity that balanced professionalism with approachability.
The new logo, themed “Leader of the Pack,” emerged from this strategic phase, reflecting leadership within the industry and the supportive community. The logo features three key elements: an upward-facing arrow representing progress and leadership, interconnected lines symbolising community and collaboration, and a dog’s face reflecting friendliness and the organisation’s core focus. The bold, sans-serif font was chosen for its mixture of rounded letters and sharp edges, adding an authoritative and confident feel, with customised accents to enhance the logo’s unique identity.
In addition to the primary logo, we developed a secondary logo and a more condensed sub-mark for use on social media. The sub-mark was also adapted to create a member organisation badge, allowing members to proudly display their affiliation on their websites. This versatility ensures that the branding is cohesive across all platforms and applications.
The Outcome
The rebranding was a resounding success. The UK Dog Behaviour & Training Charter’s new identity is inviting, professional, and perfectly aligned with its mission and goals. The bold and confident colours reflect the organisation’s authority and forward-thinking nature and the refreshed brand image is now adaptable for various applications, including merchandise such as dog leads, collars, keyrings, and pins, opening up new avenues for branding opportunities and making a strong visual statement.
The redesigned website, with its streamlined navigation and consolidated information, now features brighter, bolder, and more engaging imagery. Clear calls to action guide visitors to the members’ page, encouraging sign-ups. The new design is more responsive and user-friendly, providing a professional appearance that highlights the Charter’s exceptional work. (Note: While I designed the website, the build was completed by their in-house team.)
The Charter team is thrilled with its new identity and eager to attract more member organisations. They are excited to embrace their refreshed brand and continue their mission with renewed confidence. It was a pleasure to be part of their transformative journey, demonstrating how strategic graphic and website design can elevate an organisation’s presence and effectiveness in their field.
Having done a variety of brand design projects in the past with agencies and designers, I must admit I was a little sceptical about hitting the timelines we had set and getting to a logo and brand guidelines with only a couple of options.
However, the process Emily used before even starting the design work was very robust and we loved one of the first logo designs and colour palettes she presented to us. I am hugely impressed not just with the speed, but with the quality of work Emily has delivered and would highly recommend her to anyone looking for help with their design work.