identibase has become identi, unveiling a new name and brand identity alongside the launch of Locator, a new service combining a smart tag and companion app to help pet owners stay connected to their pets and get extra support if they go missing.

The changes mark the next stage for the pet protection business, bringing its microchip registration services together with new products and digital tools designed to make pet protection simpler, more accessible and more connected.

The new identi identity is now appearing across its website, products and communications, with the rollout taking place gradually over the coming months.

While the name and appearance are changing, customers and partners can continue to rely on the same team, services and support. Existing registrations, accounts and pet details will remain in place, and no action is required from customers as a result of the rebrand.

For more than 35 years, identibase has helped protect pets and support their safe return home. During that time, the business has grown and evolved, expanding the ways it helps pet owners stay connected to the animals they love.

The shorter name, refreshed visual identity and warmer tone have been created to make the brand feel simpler, more accessible and more reflective of the care behind its work.

The new identity brings together bold colours, friendly design and people-and-pet-led photography, while retaining the trust, experience and reassurance customers and partners have come to expect.

Claire Jefferies, CMO at identi, said: “identibase has been trusted by pet owners and professionals for many years, but our business has continued to grow and evolve. We wanted our brand to evolve with it.

“identi gives us a warmer, simpler and more distinctive identity that better reflects the care behind everything we do. Although our appearance is changing, our purpose remains exactly the same: to help protect pets and reunite them with the people who love them.”

Alongside its microchip registration services, identi is introducing Locator, a new service designed to give pet owners even greater peace of mind.

Combining a smart tag, the identi app and identi’s Alert service, Locator helps families stay connected and access additional tools if a pet goes missing.

Locator includes Alert, identi’s established lost and found pet service, which brings together a community of pet experts, vets, wardens, police, animal welfare organisations and pet owners across the UK to help bring pets home.

With Locator, that community can grow even further. A quick scan of the smart tag using a smartphone can help connect the person who finds a missing pet with their owner and the support available through identi.

Claire Jefferies continued: “We’re so proud to launch Locator. The power of our lost & found pet service, Alert, has always been the community we create, from our pet experts in our 24/7 contact centre to the identi community of vets, wardens, police and pet owners across the UK.

“With the introduction of Locator, we can now expand that further, making anyone with a smartphone part of our finding network with a quick scan of the smart tag.

“The more people who can help bring missing pets home, the better.”

To discover more about Locator and the new brand, visit identi.pet.