American Humane develops new brand identity to clarify mission. (Marketing).

Newly renamed American Humane is undergoing a dramatic face-lift with pro-bono creative help designed to clearly underscore its mission and goals. Formerly known as the American Humane Association, the Denver-based organization worked with Monigle Associates, also in Denver, to develop a new brand identity that more accurately reflects its work and purpose.

"We realized our current brand wasn't clearly representing our mission to the public and to child and animal-protection professionals. Our old symbol implies we actually do the 'hands on' protecting," explains Kathryn Strickland, American Humane's director of public information. "For the most part, American Humane works indirectly with children and animals by 'helping the helpers.' We work with professionals--caseworkers, social workers, animal control officers, and humane societies--and provide them with the resources to improve their work."

In addition to potential confusion generated by its symbol, "not everyone in the organization was using the symbol, and when they did, we didn't have set guidelines for them to follow," adds Strickland. "We also had several different program logos for communication materials, so from piece to piece, there was a lack of consistency in what we were sending our key audiences. We had all these great communication vehicles, such as a new Web site (www.americanhumane.org) launched in November 2002, but we knew that unless we presented a more united front, people wouldn't easily tie our messages and programs back to American Humane."

Research conducted by Monigle on site as well as at special events confirmed that American Humane suffered from a disconnected image. The company developed a plan for a new brand identity that focused on the organization's "long tradition of empowering change, instilling humane values, and providing leadership," says Strickland. "The design that truly captured our essence was the image of the child's hands coming together to form a bird in flight."

American Humane's new brand identity will now "drive all communication and be a carefully planned part of each piece, whether it's an appeal, a newsletter, or a special event," she explains. To conserve costs, the new mark will be implemented in stages. Key print materials such as the organization's letterhead, envelopes, and business cards have been changed. Staff e-mail signatures now have consistent font type, size, and information. Trade show booths are also being redesigned.

"Next, we'll redesign electronic templates, such as PowerPoint presentations and news releases," says Strickland. "Redesign of other communication vehicles, such as our Web site, headquarters signage, and conference materials, will be phased in throughout 2003 and 2004."

As for why "association" has been deleted from American Humane's formal name, Strickland points to the "goal to keep one consistent look and one brand. For years, people have incorrectly referred to us as the American Humane Society and other names."

Their tagline has also been changed from "protecting children and animals since 1877" to "empowering action since 1877."