A New Look for Morris Animal Foundation

October 12, 2017
Maureen McKinney

Morris Animal Foundation, the global nonprofit organization based in Denver, Colorado, has unveiled a new brand image that better aligns with its mission.

In advance of its 70th birthday, the Morris Animal Foundation has given itself a fresh new logo. The new look was designed to showcase the foundation’s mission, which is to serve as a bridge between science and resources to advance the health of animals around the world.

Tiffany Grunert, vice president of marketing and brand strategy for Morris Animal Foundation, explained: “Through the generous support of our growing group of donors, volunteers, and study participants, Morris Animal Foundation continues to increase our positive impact uplifting animal health. Our brand relaunch represents the natural evolution of the foundation’s transformation over the last few years.”

Credit: Morris Animal Foundation

According to Grunert, the foundation's work has helped improve the health of all pets.

"Our research informed the creation of valuable vaccines, including the parvovirus vaccine for dogs and the feline leukemia vaccine for cats, and our work continues to grow through the support of wildlife studies,” she said. “While many focus solely on animal conservation through the preservation of land, we are the largest nonprofit dedicated to saving the lives of animals by safeguarding their health. Our new brand is critically important to support this valuable work.”

The foundation has funded over 2600 veterinary studies in support of more than 20,000 animal species, including 45 endangered species. The refreshed logo, which features a modernized version of the animals in the old logo, plus a bird sitting on the trunk of the elephant, is intended to highlight the foundation’s growth. It was designed with Denver-based Launch Advertising and features a bolder font and more vivid color palette.

Inspiration for the brand update was the foundation’s upcoming 70th anniversary in 2018. The update is occurring in two stages, with a website relaunch in the first quarter of 2018 and updated business materials created as current materials are used up.

The new logo also was designed for the foundation’s premier research project, the Golden Retriever Lifetime Study, which the largest and most comprehensive observational study ever undertaken in veterinary medicine in the United States. More than 3000 dogs are part of the study, which has the goal of identifying the risk factors associated with the development of cancer and other major canine diseases.