A new name
and tagline
to articulate
the vision
Work: Organizational name & tagline
Category: Animal protection
“The Humane Society” improved treatment and protection of all animals around the globe through research, rescue, legislation, and education.
But as it entered its 70th year, not enough people knew it.
Several issues were interfering with new engagement, especially
among younger audiences and prospective members and donors.
1) Poor understanding of its work with all animals due
to conflation with local animal shelters (mainly dog rescues), also using ”Humane Society” in their names.
2) Low awareness of the systemic work it carried out
via 3 independently operated entities (The Humane Society of the U.S., Humane Society International, Humane Society Legal Fund).
3) Increasing numbers of animal welfare organizations competing for mindshare and dollars and for clearer brand differentiation.
4) Finally, some name specific limitations, wherein the terms were setting undersired expectations. “Society” had become associated with “dated/dusty”, “small in scale/scope”, or “elite/exclusive”. And in some countries, “Humane” was assumed to mean “human”.
Several issues were interfering with new engagement, especially
among younger audiences and prospective members and donors.
1) Poor understanding of its work with all animals due
to conflation with local animal shelters (mainly dog rescues), also using ”Humane Society” in their names.
2) Low awareness of the systemic work it carried out
via 3 independently operated entities (The Humane Society of the U.S., Humane Society International, Humane Society Legal Fund).
3) Increasing numbers of animal welfare organizations competing for mindshare and dollars and for clearer brand differentiation.
4) Finally, some name specific limitations, wherein the terms were setting undersired expectations. “Society” had become associated with “dated/dusty”, “small in scale/scope”, or “elite/exclusive”. And in some countries, “Humane” was assumed to mean “human”.
It was time to galvanize audiences to its cause and reignite global
action, with a full re-brand that would bring all entities under
one umbrella name and identity, and a singular purpose.
Success depended on balancing the total brand shift with
an evolutionary name change, that managed to feel novel
and differentiating, while providing continuity.
The name “Humane World for Animals” clearly restates the organization’s focus without sacrificing valued equity.
Nuanced changes drive home the notions of “global”
and “all animals”. World creates a global, inclusive vision, while for Animals underscores a focus on (all) species.
Its evocative phrasing is unique for the category, resists acronymization, and stands out from functional names typically used by competitors.
With a new name to articulate an inspiring, collective vision,
adding a tagline could engage and mobilize people around the cause.
