Lippincott crafts Humane World for Animals brand to battle identity confusion

Previously known as the Humane Society of the United States, the various identities of the animal protection nonprofit and its affiliates were unified as a global brand. Creative consultancy Lippincott was responsible for devising its new name, Humane World for Animals, and creating a coherent visual identity that could iron out any misconceptions people had about the organisation.

The purpose of the Humane Society of the United States is to tackle the root causes of animal cruelty and suffering to create permanent change, a mission it has served since the early 1950s.

However, the organisation branched out with affiliates Humane Society International and Humane Society Legislative Fund in the following years, meaning its identity became increasingly confusing. Lippincott was brought onboard to unite the Humane Society of the United States and Humane Society International brands together in a manner that could lead to enduring global change.

Founded on the idea of tackling the root causes of animal cruelty, the refresh brand acts as a unifying force. The updated name, for instance, preserves the equity garnered over seven decades while also more clearly communicating two things: the fact the organisation is global and that it specifically helps animals.

The new, circular logo speaks to the brand’s global nature and acts as a celebration of the Humane World for Animals’ impact across the sky and sea, in addition to the land. Elsewhere, bold typography Sharp Grotesk was used alongside stark animal photography to add emotional depth, while the colour palette and shapes were inspired by the animals the organisation helps.