Guide Dogs

Guide Dogs is one of the UK’s best-known and well-loved charities. Our rebrand shifted their position from being perceived as an animal charity, to empowering people with sight loss to lead the life they choose.

We partnered on

  • Brand guidelines
  • Digital
  • Photography
  • Campaign and activation
  • Website
  • Annual report
  • Brand strategy
  • Exhibitions
  • Illustration

The ambition

As Guide Dogs embarked on a new five-year strategic plan ‘By My Side’, expanding their services for blind and partially sighted people, they recognised the need to evolve their brand to better connect with their audience. They knew that emotional connection with dogs was crucial, but their existing visual identity lacked the flexibility to propel the organisation forward.


The ideas

The brand needed to move from conservative and dog-focussed, to energetic, vibrant and people centred. We audited every touchpoint and helped Guide Dogs create a modern, adaptable and fit-for-purpose brand, which worked seamlessly across all channels and communications from campaigning to fundraising, volunteering and service delivery.

We retained certain Guide Dog assets, such as the logo, and introduced new elements including illustrations, photography and tone of voice principles that breathed new life into their visual and verbal identity, and put people with vision impairment at the heart of the brand. We worked closely to ensure the colours used were accessible to all. Guide Dogs are now equipped with a flexible brand and the tools they need to consistently deliver their strategy and essential work as a charity.

“With the help of Pollitt & Partners we have created an amazing brand and set of guidelines, produced great photography in shoots all over the country, created some lovely illustrations, re-skinned the website and social channels, and we have new signage and uniforms.”


Pip Brady
Head of Brand
Guide Dogs

  • #4 UK Charity Brand Index
  • 28 places climbed in ranking

Guide Dogs is a much-loved UK charity, but research showed us that it was often considered an animal charity. To bring both trainers and owners, and their relationship with their dogs, front and centre, we commissioned new photography that shows the bond of friendship, trust, and love.

In order to move the visual identity forward, we created a device taken from the primary logo to hold imagery and content. When applied to deliverables this flexibility gave us limitless options while maintaining have a cohesive visual style.

A colour palette was created which combined the brand’s visual legacy with new warmer and energetic tones, and a set of bespoke illustrations was created with a brushstroke, hand drawn quality, to underline the humanity, and the bond between dog and person that remains at the heart of the brand.

“With the help of Pollitt & Partners we have created an amazing brand.”

Pip Brady
Head of Brand
Guide Dogs

Project in numbers

UK Charity Brand Index
places climbed in charity ranking