Canine Partners is a much-loved charity that carefully trains and matches assistance dogs for people with physical disabilities, enabling them to live more independently. They felt that their visual identity hadn’t kept pace with their commitment to ‘the power of partnership’ as the essence of what they do, with a love and passion for dogs matched by a deeply-held belief in equality and inclusion for disabled people.

We helped Canine Partners reframe the brand conversation around simplicity and emotion. Removing elements from the logo helped it communicate far more effectively. And listening to people whose lives had been forever changed by the companionship of an assistance dog, we realised there was space for much more emotion in the brand story.

In doing so we hoped to capture some of the tail-wagging positive energy that dogs bring to our lives. The ‘life lines’ we built into the identity help to connect the elements of the brand - animal and human, rational and emotional, societal and human impact. Adding illustration also helped to broaden and add life to the charity’s imagery. 

Meanwhile the existing purple colour - associated with the disability sector - has been expanded into a range of tones that can express multiple shades of expression, from serious societal impact to tail-wagging joy.