Lippincott has rebranded the Humane Society of the United States with a new name, Humane World for Animals. The original name, in addition to not directly referencing animals, does not describe the full range of the organization’s work, which includes everything from pet adoption to wildlife management around the world. Its international arm, Humane Society International, has projects in more than 50 countries.
From the Lippincott website: “[T]he organization had outgrown its name…. The Humane Society of the United States has often been thought of as a local shelter or parent group, confused with the thousands of independent humane societies across the nation, while Humane Society International struggled with the misperception that it was a humanitarian organization.“
The new logo uses the same concept as the old one, but it is greatly simplified. Instead of using the shape of the United States, it now takes the form of a globe built from far fewer animal shapes. These shapes also represent the sky, sea, and land, representing all creatures in the world.
