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Morris Animal Foundation Launches New Brand as it Prepares to Celebrate 70th Anniversary


DENVER/Oct. 4, 2017 – Morris Animal Foundation, a global nonprofit dedicated to improving and protecting the health of animals through science, launched a new brand strategy that elevates the Foundation’s identity in support of its mission to bridge science and resources to advance the health of animals.

“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,” said the Foundation’s Vice President of Marketing and Brand Strategy Tiffany Grunert. 

Using the iconic and beloved animals in the old logo, the new logo features a modernized version of the animals, and features a new addition, a bird sitting on the trunk of the elephant. The refreshed logo represents the growth of the Foundation which has funded over 2,600 studies to date in support of more than 20,000 species from house pets to Tasmanian devils, including 45 endangered species.

“If you have a pet, our work has helped improve the health of that animal. 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,” said Grunert. “While many focus solely on animal conservation through the preservation of land, we are the only nonprofit dedicated to saving the lives of animals by safeguarding their health. Our new brand is critically important to support this valuable work.”

Designed in partnership with Denver-based Launch Advertising, the new visual identity features a bolder font and vivid color palette that better fit the variety of animals the Foundation serves. A new logo also was designed for the Foundation’s premier research project, the Golden Retriever Lifetime Study, the largest and most comprehensive observational study ever attempted in veterinary medicine in the United States. The study seeks to identify the risk factors associated with development of cancer and other major diseases in dogs, with more than 3,000 dogs participating. 

The brand update comes as the Foundation prepares to celebrate its 70th anniversary in 2018. In order to best honor the donations to the Foundation, the brand update is occurring in two stages. Business materials are being updated through attrition and a new website will launch in the first quarter of 2018. 

About Morris Animal Foundation

Established in 1948, Morris Animal Foundation is dedicated to improving and protecting the health of animals through scientific innovation, education and inspiration. Our investment in research has yielded life-saving vaccines, new treatments for critical diseases, superior screening tests, and advanced diagnostic tools. We respond to emerging animal health threats that endanger entire species, and make new discoveries in basic animal biology to support applied research. With every study we fund – more than 2,600 to date – we strive to advance the science of veterinary medicine, honoring the founding principles of Dr. Mark L. Morris Sr. to benefit animals worldwide.