Dumb Friends League Reveals New Name and Logo

The Dumb Friends League has officially introduced its new name and logo design.

Moving forward, the American non-profit, which has championed animal welfare for 115 years, will be known as “Humane Colorado”.

The rebranding is said to be the outcome of comprehensive research and collaboration over several years, with a subcommittee from the board of directors working hand-in-hand with branding consultants to finalise the new identity.

“The rebrand not only eliminates confusion surrounding the outdated term ‘dumb’, which was used to refer to animals because they lacked the power of human speech but also positions Humane Colorado as a compassionate and forward-thinking advocate for pets and their caregivers,” says the organisation, which was founded in 1910.

“The new name honours our rich history while representing who we are today and the meaningful impact we make as leaders in animal welfare in Colorado and across the country,” adds Dr. Apryl Steele, president and CEO of Humane Colorado.

“This rebrand reflects the input of community members, donors, staff, and volunteers who helped shape a name and identity that will carry us into the next century of our work,” further comments Janice Kercheville, chair of Humane Colorado’s board of directors.

Source: Humane Colorado