Donkey See, Donkey Do

Established in 1973 in Devon, England, The Donkey Sanctuary is the world’s largest donkey and mule charity, providing a home for 14,500 donkeys and mules and care for more than 400,000 across 28 countries over its near-thirty-year history. At its headquarters in Devon, The Donkey Sanctuary offers the opportunity to visit over 200 donkeys at its Slade House Farm. This month, the charity introduced a new identity designed by London-based The Allotment. We wanted to take what was best from the current identity. Research showed that the supporters loved the use of illustrative donkeys. We built on this idea and develop an illustration that communicated a feeling of sanctuary, devotion and care. The resulting brand identity has created a clear and consistent badge and proposition for the