New logo, tagline and campaign names bring in new era for Animals Asia
December 2010: This year marked the 10th anniversary of Animals Asia’s first bear rescue in China, and we felt it was an appropriate time to update our look and feel with a new Animals Asia logo, the creation of a tagline, and the restructuring and renaming of our core programmes and campaigns to better reflect our work as it has evolved over the years.
After many months of internal discussions and consultations with top-level marketers in Hong Kong who provided their services free of charge, we are proud to present our new logo and tagline. We hope you like them.
Our logo Our new logo, redesigned by our own creative team, is a modification of our old logo and still features “Xie Sheung” (meaning “Lucky”), one of nine bears rescued from a bile farm in Huizhou, Guangdong province back in 1995, three years before Animals Asia was founded.
Jill, who was instrumental in rescuing these bears, was reunited with five of them, including Xie Sheung, in October 2009. The other four had since passed away. In 1995, Jill convinced the authorities to close down the farm and transfer the bears to a rescue facility in Panyu, Guangdong province which she and other founding members of Animals Asia – Boris Chiao and Dr Gail Cochrane – established in 1996 while working as consultants to the International Fund for Animal Welfare (IFAW).
Animals Asia and IFAW cared for the bears jointly until 2004, when IFAW assumed sole responsibility, enabling us to concentrate on expanding our own sanctuary in Chengdu. The five surviving bears were transferred to our sanctuary because our facilities and veterinary staff were better equipped to care for geriatric bears.
Our tagline We wanted a tagline that reflected the essence of our work and philosophy. We believe that “Until the cruelty ends” does just that. No matter how hard it gets or how long it takes, Animals Asia will be here until the end – until animals in Asia have the protection and respect they so much deserve.
We believe our new tagline also reflects the dedication and commitment of our incredible supporters, many of whom have been with us from the start and have never wavered in their support.
Our work We have also restructured our programmes and campaigns, starting with our flagship programme, the Moon Bear Rescue. The bear rescue is a vital part of our work to end bear bile farming, but also important are our lobbying work, scientific research, the promotion of herbal alternatives to bear bile, community education and conservation field work. To better reflect the multi-pronged nature of our work, we have chosen “End Bear Farming” as the new name for our flagship programme, and under this umbrella we now have a number of campaigns, including the “Moon Bear Rescue”.
Our two other major programmes – to improve the welfare of companion animals and to help animals in need throughout Asia – become “Cat and Dog Welfare” and “Action against Cruelty”. Our long-running animal-therapy campaigns, “Dr Dog” and “Professor Paws” and our campaign to end cat and dog eating, “Friends or Food”, now fall under the umbrella of “Cat and Dog Welfare”. Our campaigns to end circus-style performances involving wild animals in zoos and safari parks and to improve the living conditions of captive bears now fall under the umbrella of “Action against Cruelty”.
To avoid wastage, we’re rolling out these changes gradually so we can use up our old stock of leaflets, banners and stationery, etc. We believe these changes will serve us well over the coming 10 years, better defining our role as an increasingly major player in animal welfare in Asia.