New look for profession’s welfare charity

AWF re-designed website

The Animal Welfare Foundation (AWF) has started the new year with a new brand identity and a fresh new website design to kick-start its 30th anniversary celebrations
Following market research showing most respondents thought the logo was unrecognisable, the new logo aims to strengthen the charity’s identity by making it more visually appealing and by representing the wide range of species the charity covers in its research funding, information leaflets and its advice to vets.
The new website remains at and combines the new logo with a clear layout and clean design to help guide vets, researchers and the public to the relevant resources and information quickly.
New features include a revised grants section which now includes a list of past and present projects and advice to guide potential grants recipients through the application process. To emphasise the Foundation’s reliance on donations and legacies the donation button has been made more prominent and the new site also contains case studies which help veterinary students work through welfare dilemmas.
The charity’s unique selling point and strapline ‘The charity led by the veterinary profession’ is also clearly displayed to further strengthen the AWF brand.
Commending the new logo and website, AWF Chair Dr Tiffany Hemming commented:
“We have tried to make the site as appealing, well-structured and easy to navigate as possible to show off all our areas of activity and to encourage use of our excellent resources.
“In the year of our 30th anniversary I am pleased to have this fresh new image to help us stay in people’s minds where animal welfare is concerned, whether it is a veterinary practice wanting to provide clients with easy-to-understand leaflets, a researcher looking for funding or a member of the public who has heard of our initiatives and resources.
“We have more exciting plans in the pipeline to celebrate AWF at 30 so visit the website and look out for more information.”
BVA President Peter Jones added:
“With a strong new brand and website I hope AWF becomes an increasingly popular destination for vets in particular and for the general public with its simple and practical advice for everyone concerned with animal welfare.
“I also hope that the profession will find renewed enthusiasm for its own animal welfare charity which needs to attract donations to continue its work to promote animal welfare through research, education and debate.”

About the Animal Welfare Foundation

The Animal Welfare Foundation was established in 1983 by the British Veterinary Association as a result of a generous legacy. The AWF aims to apply the knowledge, skill and compassion of veterinary surgeons in an effective way by funding a variety of research projects and educational activities targeted at improving animal welfare. The involvement of the veterinary profession as trustees of the AWF makes this charity unique. The foundation is funded entirely by voluntary contributions.

AWF produces a range of leaflets primarily aimed at pet owners including ‘Taking your pets abroad’, ‘Pets and poisons’, ‘Keeping pet chickens’, ‘Caring for rabbits’, ‘Caring for your ferret’ and ‘What makes my pet happy?’. To order leaflets please contact