Bristol RSPCA undergoes major rebrand

One of the oldest RSPCA branches across the whole country has radically changed its name and branding in a bid to inspire new individuals and companies to support their much-needed work.

Having been in operation for over 130 years, initially on Waterloo Street and now in St Philip’s, the Bristol branch is one of the UK’s oldest dog homes and largest veterinary clinics. A busy 2017 saw the staff and volunteer re-home 500 animals and perform thousands of treatments at the veterinary clinic.

The charity has now rebranded as Bristol Animal Rescue Centre (Bristol ARC), and will still act as a round-the-clock centre for pet and wildlife emergencies. It will also maintain its crucial care for animals belonging to people in Bristol on lower incomes who would otherwise struggle to cover large vet bills.

Staff celebrate their rebrand with Bristol’s lord mayor Lesley Alexander

“We have been working towards this rebrand for over 12 months,” a spokesperson from Bristol ARC told Bristol24/7. “The process began with extensive on-street research amongst our supporters and members of the public in Bristol. The research asked questions to find out what they knew about us as a charity, and the services that we offer.

“The market research unfortunately showed that our charity recognition was fairly poor, and that there was confusion about what services we offered, how we’re funded and how we work with the national RSPCA – from both supporters and random members of the public.

“Based on the results of this research and feedback from supporters the big decision was made to embark on a charity-wide rebrand. We hope that by launching a new working name, logo, website and all other brand related materials that we can cement our charity name in people’s minds to encourage more support in 2018 and beyond, and be clearer about the services that we offer to animals in need across Bristol.”

However, eyebrows have been raised regarding the overall cost of the rebrand, especially for an organisation that is reliant on public donations, and the decision has led to increased scrutiny. “We recognise that some members of the public and some supporters may question our decision to spend money on a rebrand. We want to reassure these individuals that we have made every penny count,” Bristol ARC say. They added that the growth in public awareness as a result of the rebrand will ensure that more vulnerable animals are rescued, rehabilitated and re-homed coming years.

Game Of Thrones star Maisie Williams poses with her rescue dog, Sonny

Such concerns have not deterred celebrity endorsement, with Game of Thrones and Early Man star, Maisie Williams, saying she was “delighted to support the launch of this rebrand” and urging people to consider Bristol ARC when “offering an animal a second chance of a happy life”. She adopted her own dog, Sonny, from the charity in 2016.

The new Bristol ARC logo will featured on the back of First buses from January 22 and life-sized animal characters may be spotted around the city of Bristol as part of the organisations rebranding and new awareness campaign.

Bristol Animal Rescue Centre can be found at 48, Albert Road, St Philips, Bristol, BS2 0XA or online at www.bristolarc.org.uk