Humane Society International UK has rebranded as Humane World for Animals to unite its international entities and communicate its global, all-animal focus.

The animal charity, which has projects in more than 50 countries, has rolled out a new identity, including a name change and a refreshed logo.

The charity said its new name, Humane World for Animals, sought to “establish clarity in its mission to create lasting change for animals in the UK and around the world”.

The organisation is “uniting its international entities under one new name and logo that communicates its global, all-animal focus”, it said.

A spokesperson for the charity said its original name failed to translate internationally, because without mention of animals the word ‘humane’ often suggests a human-focused charity.

The charity’s new logo, which features animals in the shape of a globe, “conveys the positive progress we seek to make in the world”, the spokesperson said.

“It comprises various species to capture the broad areas of our animal protection work and our long history of achievement. It also reflects our commitment to all species of animals, from sea to land to sky.”

The spokesperson added that the logo’s colours were inspired by the natural world, with a vibrant blue that is “bold, bright and optimistic”.

Claire Bass, senior director of campaigns and public affairs at Humane World for Animals, said: “While our name and branding is changing, our commitment to end animal cruelty is not. 

“With our new clear and compelling look, we aim to inspire our valued existing supporters and attract a new generation of animal advocates to join our journey making the world a more compassionate place for the creatures we share our planet with.”

To roll out the rebrand, the charity has debuted a TV advert that envisions a future without animal cruelty, featuring a new rendition of Peter Gabriel’s 1977 song Solsbury Hill, recorded by the pop star Sia.

Sia’s version of the song is available to stream, with her portion of the proceeds going towards supporting the charity.

The advert was created in partnership with the award-winning creative studio Nexus Studios and director Johnny Kelly.

It uses stop-motion techniques with handmade puppets, cruelty-free materials and animal-friendly sets, the charity said.

Asked about the rebrand’s cost, the charity’s spokesperson said: “We’re not disclosing exact costs, but what I can tell you is that this rebranding will not affect any programmatic spending, which has increased by 34 per cent since 2020 and will continue to grow.

“This is a global investment which has been funded by income earned from Humane World for Animals’ reserves.”

Kitty Block, chief executive of Humane World for Animals, said: “This important next step in our historical journey ensures our global mission and bold work are clearly understood.

"As our teams around the world work more closely together, uniting under one global brand now reflects our shared vision and strategy.”