The Royal College of Veterinary Surgeons (RCVS) has launched its “new look” website, which also marks the first public outing for its new livery.

The Royal College of Veterinary Surgeons (RCVS) launched its new website, which also marked the first public outing for its new livery.

The development process for the new RCVS website has been lengthy and included several stages of research with website visitors to ensure that it is as user-friendly as possible.

New look RCVS website.According to the college, the new corporate look and feel enhances the site and is designed to be fresh, uncluttered and professional. Further, the new RCVS logo and strapline – “setting veterinary standards” – should leave visitors in no doubt as to the key purpose of the RCVS as a regulatory body.

Although the new identity is modern in feel, its use of a shield device (see livery below) maintains a link with the Royal College’s long history.

RCVS president Peter Jinman said: “The college has been accused of being ‘confused and confusing’ in the past. With the new identity we have endeavoured to clarify that the college is a forward-thinking regulator – despite being established when Queen Victoria was only recently on the throne, and working to 45-year-old legislation.”

However, changing the logo, font and colours was only a small part of the process. Mr Jinman explained: “Our branding review included several layers of research and we now have a better understanding of how we have been perceived, how we would like to be perceived, and what we need to do to get there. This includes changing how we behave and communicate as an organisation, as well as how we position ourselves to the outside world.”

New RCVS livery.The new look, which includes new logos for RCVS Awards, the RCVS Charitable Trust and the Practice Standards Scheme, will be rolled out across other communications elements as the year unfolds, to avoid the unnecessary wastage of materials branded with the old identity.

Meanwhile, the website is a living medium, so the college is keen to hear feedback from users about what they like, and what could be improved, to help inform future developments.

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