Humane Society International UK has changed its name to Humane World for Animals as part of a global rebrand.

The same change has taken place with the charity’s bases in India, Liberia, South America, Canada, Australia, Brazil and the US, as well as its Brussels based Europe wide arm.

The charity has been in operation globally for 30 years and in the UK for the past 22 to tackle animal cruelty. It operates in more than 50 countries on issues including combating the fur trade, dog and cat meat trade, factory farming, commercial whaling, trophy hunting and animal testing.

The move to bring together its international entities “under one new name and logo that communicates its global, all-animal focus” has been taken “to convey the organisation’s scope and bold work to end animal cruelty”.

The charity’s global president 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.”

UK senior director of campaigns and public affairs Claire Bass added: “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.

“Whether that's ending factory farming and promoting a plant-based future, banning the cruel fur trade or stopping the persecution of wildlife, Humane World for Animals is dedicated to protecting animals here in the UK and around the world."

To coincide with the rebrand the charity has launched a global TV advertising campaign featuring the Peter Gabriel song ‘Solsbury Hill’ recorded by Sia.

The rebrand has been carried out by marketing agency FlyteVu and includes billboard promotion across London in the UK.

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