One of the world's largest equine charities, The Donkey Sanctuary, has been rebranded by award-winning agency The Allotment, with G-Type's Houschka Alt Pro typeface taking centre stage in the new identity.

Deployed in caps and small caps only, the Houschka Alt Pro font is used in the Devon based organisation's new logo and across all other key identity components: branded literature, wayfinding systems, vehicle livery & gift shop products.

High visibility emergency rescue vehicles looking really smart in the new livery.

The Donkey Sanctuary is also a popular visitor attraction and has pulled in more than 250,000 people since opening. Houschka Alt Pro's clarity and legibility works well for the charity's signage & wayfinding systems, a good indicator of the typeface's versatility.

The Allotment created a wonderful suite of icons and signage elements for the visitor centre and coffee shop, all supported by the typeface. New merchandising and branded gifts carry a prominent typographic focus; note the agency's clever use of an alternate cap T on the catalogue cover, one of the swirled art deco themed glyphs in the font's style set 2 (one of 3 additional style sets within the same OpenType font).

All in all The Allotment have created well executed, clear and visually memorable branding that provides The Donkey Sanctuary with a friendly, more cohesive identity.

The Donkey Sanctuary is a UK based charity working worldwide to improve conditions for donkeys and mules. Founded by Dr Elisabeth Svendsen MBE, the organisation was granted charitable status in 1973 and has cared for nearly 15,000 donkeys across the UK and Ireland since then.

The Allotment are an award-winning, London based design and branding agency dedicated to helping organisations grow. All images featured above are courtesy of the agency.