The organization formerly known as the Dumb Friends League has officially rebranded as Humane Colorado, marking a significant evolution in its mission to enhance animal welfare in the state. After 115 years of dedicated service aimed at reducing pet homelessness and animal suffering, the nonprofit aims to modernize its approach while maintaining its core values.
New Name, Continued Commitment
The rebranding reflects a shift in language and perception, addressing the negative connotations associated with the term “dumb.” According to Kelly Bell, the League’s Vice President of Marketing, “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.” The organization is leveraging this moment to honor its legacy while looking to the future.
Humane Colorado continues to provide essential services such as shelter, adoption, education, advocacy, and veterinary care across Colorado. The organization has a rich history dating back over a century, beginning with the opening of its first shelter in downtown Denver. Innovations, such as the veterinary hospital unveiled at Colorado State University Spur in 2022, exemplify its commitment to meet the evolving needs of the community.
Community Involvement in Rebranding
The decision to rebrand was not taken lightly. Humane Colorado’s leadership team and board of directors sought extensive input from the community, including donors, staff, and volunteers. This collaborative effort revealed a strong consensus for a name change, leading to the adoption of a title that resonates more clearly with the public.
The rebranding effort also included a new logo design. The updated emblem features a heart-shaped paw print that symbolizes compassion, community, and the organization’s roots in Colorado. Its new motto, “Leading with compassion,” underscores its proactive approach to animal welfare.
Humane Colorado operates multiple facilities throughout the state, including the Leslie A. Malone Center in Denver, the Buddy Center in Castle Rock, and the Harmony Equine Center in Franktown. These centers serve as vital resources for various communities, providing comprehensive support and services to help both animals and their owners.
“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 stated. The organization’s mission remains consistent, focusing on a future where all animals are treated with respect and compassion.
As Humane Colorado embarks on this new chapter, it reaffirms its commitment to addressing the pressing issues of animal welfare while embracing the future with renewed energy. The rebranding is a reflection of its long-standing mission and values, ensuring that it continues to be a leader in the field of animal advocacy.
