Guide Dogs, once solely associated with golden retrievers and fundraising, has evolved into a comprehensive organization offering a variety of services beyond traditional guide dogs. To reflect this transformation and resonate with a wider audience, the brand underwent a thorough refresh.

Through extensive collaboration with clients, donors, referrers, and staff, the brand idea "Find Your Way" emerged. This idea resonated universally, encapsulating the organisation's commitment to supporting individuals with vision impairments.

To visually embody this concept, a distinctive brand identity was developed. The iconic golden retriever, while a cherished symbol, was retired to create a more inclusive and versatile approach. A custom-drawn "g," inspired by the playful spirit of canine companions, became the centrepiece of the new logo. A calming, accessible colour palette coupled with the bold directional patterns complement the logo, reinforcing the idea of navigation, and how Guide Dogs helps its clients finding their way.