Vegan Society Brand Guidelines

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Who we are
The Vegan Society
We are an educational charity, established in 1944 that promotes and supports the vegan lifestyle. We still hold true to the vision of our founding members today – a world in which humans do not exploit other animals. We’re
as determined as ever to encourage vegan lifestyles for the benefit of people, other animals, and the environment.

We set out to do this through meaningful, peaceful, and factual dialogue with individuals, groups, organisations, and companies by:

Promoting veganism as a mainstream way of life
Highlighting the moral status of non human animals
Addressing issues of global food security and social justice
Expanding the sunflower trademark
nternationally
Advocating on behalf of vegans in vulnerable situations
Furthering knowledge of plant-based nutrition and health
Influencing public policy and giving vegans a stronger voice

Our values
In over 70 years, our commitment to achieving our vision of a vegan world hasn’t wavered. We see our values as our
strength, as well as our responsibility. It is important that everyone who engages with the Society understands these values when communicating with our audiences.

What we believe in

We have respect for all life
We use a positive approach
We continue in the spirit of our founders
We provide facts our audiences can trust
We empower people to make a difference
We collaborate with partners who share similar aims
We maintain transparency at work

The new visual identity
Our new visual identity is about changing the experience, showing the vegan way of life from a fresh perspective, and inspiring all of our audiences to see the Society and veganism in a positive way.
Our visual identity now demonstrates that we are welcoming and warm while being proactive and dynamic at the same time. It aims to overcome negative views of veganism by showing that veganism is something to be admired, it can be sustained, it is a rational choice and that it is about caring; not just for non-human animals but for ourselves and the environment.

Why a visual identity is important
A strong, consistent image will enhance the Society’s reputation as the leading authority on veganism and related issues; allow the organisation to have an impact in campaigning, policy and advocacy work; develop beneficial partnerships and attract and retain a greater number of members, supporters, volunteers and trademark holders.

Why we need these guidelines
Our new identity is an extremely valuable asset to our organisation and must be taken care of. Everyone who is responsible for communications, both externally and internally, including staff, volunteers and trustees should follow these guidelines to ensure that The Vegan Society presents a clear, consistent image which reflects our values.

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