Compassion in World Farming unveils new identity

New logo helps companies highlight their commitment to improving broiler welfare.

Compassion in World Farming has unveiled its new Better Chicken visual identity, designed to support food businesses that have committed to the Better Chicken Commitment (BCC). This identity, created by creative change agency Born Ugly, features an eye-catching chicken face logo with the strap line "Committed to Better Chicken, Raising Standards Together," along with accompanying visual and animated assets.

The purpose of this identity is to assist companies that have signed up to the BCC in communicating their journey towards meeting higher welfare criteria. It provides a recognizable symbol for these companies to use on their digital channels, highlighting their commitment to improving broiler welfare.

Different versions of the logo have been developed to reflect the progress of companies on their BCC journey. For example, variations such as "Progressing Better Chicken" or "Delivering Better Chicken" can be used as companies move towards 100% compliance with the BCC criteria. Additionally, visuals, animations and videos have been created to illustrate each of the BCC criteria, including slower-growing breeds, more space, a stimulating environment and a more humane end.

Initially, the visual identity will be available to a pilot group of European and UK companies participating in the BCC. A second phase is planned to extend its use to other European markets and the USA.

Compassion is promoting the new identity through a social media campaign on platforms like Facebook and Instagram. The campaign aims to raise awareness among consumers about the BCC and direct them to the Better Chicken consumer-facing website, where they can learn more about the commitment, see which companies have signed up and discover ways to support higher welfare chicken.

Dr. Tracey Jones, global director of food business at Compassion in World Farming, emphasized the importance of informing consumers about the progress made by companies in fulfilling the BCC pledge. The Better Chicken visual identity serves as a tool to raise awareness of the movement towards better welfare standards and to enable consumers to support brands that are committed to this cause.

Companies interested in using the Better Chicken visual identity can apply by emailing [email protected].

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