British pet food association reveals new identity

UK Pet Food, which has over 100 members and represents 90% of British pet food manufacturers, believes that the new brand identity will help “to lead the industry agenda while representing the growing interests of a broad range of members.”

“Creating a new brand identity has been an important journey for us. We value our 50 years of history, but equally, we pride ourselves on being a forward-thinking organization, embracing change and driving it forward,” said CEO Michael Bellingham.

The trade association also changed the logo to yellow, which reflects “a desire to push the industry front and center.” An array of pet-specific logos has also been introduced, representing different species with their own contemporary colors.

The new website aims to help users “find our expert-written material on pet food and nutrition.” Bellingham added, “The design incorporates our new colors and ensures we are projected as the forward-thinking organization that we are.”

UK Pet Food has recently expanded its membership to include affiliate pet world organizations which reflect “equality of representation across the different sectors.”