After 115 years of advocating to end pet homelessness and animal suffering in Colorado, the Dumb Friends League has officially changed its name to Humane Colorado. While the rebrand comes with a new name, logo, and aesthetic for the
nonprofit, Humane Colorado’s unwavering commitment to animal welfare has not changed.
“The most important piece of the rebrand is that although our look has changed, our mission to end pet homelessness and animal suffering remains steadfast," says Kelly Bell, the League’s Vice President of Marketing. "This is an opportunity for us to honor our past while looking forward to the next hundred years."
The rebrand launches a new chapter for Colorado’s leading animal welfare organization, while still paying tribute to the Dumb Friends League legacy.
Humane Colorado's History
Since it was founded by Jean Milne Gower in 1910, Humane Colorado has repeatedly evolved to accommodate the growing needs of Colorado’s people and animals. From opening the first shelter in downtown Denver over 100 years ago to the 2022 unveiling of its veterinary hospital at Colorado State University Spur, the nonprofit has fought to provide essential shelter, adoption, education, advocacy, and vet care services to communities across Colorado. Over the years, the League established multiple outposts throughout the state, expanding access to its programming by creating a network of resources that reached beyond Denver. Innovation and adaptation have been key to Humane Colorado’s success, and its mission, priorities, and values have stayed consistent since its inception as the Dumb Friends League.
Becoming Humane Colorado was a necessary step forward in the spirit of progress. Language isn’t static, and the meaning of the word “dumb” has shifted dramatically since the Dumb Friends League was formed. Besides appearing offensive, the original name presented a barrier to potential patrons who wouldn’t know to search for “Dumb Friends League,” especially those newer to Colorado or living outside of Denver.
“Humane Colorado” aligns more closely with the titles of like-minded animal welfare organizations elsewhere, breaking down barriers and making it easier for anyone to find similar resources available.
“The term ‘dumb,’ which was used to refer to animals because they lacked the power of human speech, is outdated, unrecognized by new community members, and insensitive,” explains Bell. “The new name will help eliminate confusion about the use of the term ‘dumb,’ and facilitate an understanding of what our organization does.”
“The most important piece of the rebrand is that although our look has changed, our mission to end pet homelessness and animal suffering remains steadfast. This is an opportunity for us to honor our past while looking forward to the next hundred years,” says Kelly Bell, the League’s Vice President of Marketing
Photo provided by Humane Colorado
A Collective Decision to Rebrand
The organization has been interested in rebranding for years, but took the time to incorporate input from as many people involved as possible. The change was the result of a collective decision made by Humane Colorado’s leadership team and board of directors, who were informed by direct feedback from the community. They partnered with external brand experts to gather insight from community members, donors, staff, and volunteers, and found an overwhelming consensus to rebrand. While the previous logo showed a cat, dog, and horse, the new Humane Colorado logo is a heart-shaped paw print composed of several distinct and cohesive elements that represent the core of who they are, including compassion, community, shelter, connection, and, of course, their roots in Colorado. Its motto “Compassion always” has evolved to “Leading with compassion” to reflect Humane Colorado’s active role as leaders in animal welfare. Additionally, its website has been redesigned to be more engaging and accessible, with a color palette that is intended to evoke emotional connection and deepen the community’s understanding of the work they do.
Humane Colorado will continue serving its community through the work of ending pet homelessness and animal suffering. The nonprofit has locations across Colorado to serve various communities including the state-of-the-art Leslie A. Malone Center in Denver, Buddy Center in Castle Rock, Harmony Equine Center in Franktown, San Luis Animal Center in Alamosa, and the veterinary hospital at CSU Spur, which is also home to its low-cost spay and neuter clinic.
“Through our work, we are leading the way in creating a kinder, more humane Colorado that strives to unite communities so that all animals and people are cared for and valued,” Bell says.
Humane Colorado ushers in a new era of forward-thinking advocacy while remaining dedicated to the organization’s time-honored principles. “The new name reflects our long-standing mission and values, the people we work with, and the animals and communities we serve,” confirms Bell. “Humane Colorado embodies our rich history while infusing new energy to lead us forward, ensuring that both animals and communities can thrive.”
