The Humane Society rebrands as the Humane World for Animals to showcase its global efforts

The Humane Society of the United States is going global.

The nonprofit animal advocacy organization has officially rebranded as the Humane World for Animals to better communicate its existing, broader work. Beyond the local shelters it’s perhaps best known for, the group works on behalf of animals to combat wildlife trafficking, factory farms, and animal testing, among other causes, globally. The new name and look, which its sister organization Humane Society International also adopted, is an attempt to reflect that.

Building a brand to communicate international advocacy

The rebrand also follows existing international coordination among its former country- and region-based entities. As the Humane Society grew beyond the U.S., these entities were already working closely together, sharing resources, and collaborating on strategy, according to the organization. The switch to a single global brand better reflects how it operates today and “better encompasses our mission and global presence,” Humane World for Animals chief development and marketing officer Alison Corcoran tells Fast Company.

“The name immediately conveys our organization’s global impact and focus on animals, and it states what we strive to achieve—a more humane world,” Corcoran says. “It is both a name and a vision. With this evolved brand, we’re expressing who we are more clearly, compellingly and comprehensively.”

Signifying the interconnected relationships of a more humane world

From top: The new logo vs. the old [Image: courtesy Humane World for Animals]

The group’s previous logo, which it’s had since 2006, used silhouettes of animals to create a map of the continental U.S. The new logo simplifies that concept. The silhouettes of just five, easily identifiable animals are arranged into a globe to communicate the organization’s worldwide mission. Its name is spelled out in big, easy-to-read sans-serif type.

“Working with the Humane World for Animals, we always knew the new logo needed to celebrate the brand’s advocacy for animals across the sky, land and sea,” says Brendán Murphy, global creative director at Lippincott, the agency that worked on developing group’s new name, logo, and brand positioning. “To evoke this message, we evolved the original mark, taking a core set of animals from the original logo and redrawing them to create an emotional connection and drive impact.”

The use of interlocking animals in motion, he says, “speak to the dynamic animal ecosystem and our interconnected relationships across the animal kingdom.”

Developing a multimodal pattern

Lippincott worked alongside the entertainment marketing agency FlyteVu and the production company Nexus Studios for the rebrand rollout, which included billboards in Australia, Canada, India, the U.K., and U.S., television and audio ads, a social media campaign.

Sia performs on Jimmy Kimmel Live! [Photo: courtesy Humane World for Animals]

The animal silhouette concept has applications outside the logo as well. A repeat pattern of the animal silhouettes, designed by FlyteVu, appeared as the background of an outdoor ad that a tiger’s paw appeared to rip away to reveal messages. Sia wore a dress with the pattern for an appearance on Jimmy Kimmel Live! earlier this month, where she performed a cover of Peter Gabriel’s “Solsbury Hill,” which soundtracks a new public service announcement for the Humane World for Animals.

The new streamlined branding and name for Humane World for Animals keeps the ever-important emotional resonance of the previous visual identity intact, but recontextualizes it to communicate a mission that’s more than just animal shelters, and bigger than just one country.

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