Eeyore, the old, grey donkey said consideration for others goes a long way. The Donkey Sanctuary ensures that donkeys stay as un-gloomy as possible and now its new brand reflects that thoughtful outlook.

The Donkey Sanctuary announced its rebranding on 23 August, making it the fourth charity in just three weeks to do so. Cancer Research UK led the charge at the beginning of August, followed by Samaritans and the Snowdon Award Scheme rebranding as the Snowdon Trust on 21 August.

The Donkey Sanctuary’s logo was redesigned after intensive research into the existing brand identity and the effect a rebranding would have on stakeholders’ perceptions of the charity. The new design is intended to more accurately represent the charity’s core values and appeal to young donors.

“They had quite an inconsistent identity with a lot of different logos,” Paul Middlebrook, managing director at the design agency, The Allotment, said. “We’ve created a much more monolithic brand.”

The Allotment says on its website that the previous design did not accurately reflect the ‘love and devotion’ the Donkey Sanctuary exhibited and the rebrand has created a more cohesive identity for the 43 year old organisation.

The three other charities that have rebranded this month have done so for similar reasons. Most cite the need for an updated image to appeal to a broader fundraising base. The Donkey Sanctuary’s desire for a more representative brand adheres to this trend.

The Donkey Sanctuary rescues and rehabilitates 400,000 abused and neglected donkeys in 28 countries around the world.

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