Golden Retriever Lifetime Study

Update v18-1

Golden Retriever Lifetime Study Update v18-1

Highlight: Website & Brand Update

By Carol Borchert, Director of Communications

As we prepared to celebrate 70 years of success, we decided we needed a new look, one that elevates our identity, while still keeping the core elements which our supporters fondly recognize. We are — and will always be — dedicated to improving and protecting the health of animals through science, but our work has evolved and so now has our brand and mission, which is “to bridge science and resources to advance the health of animals.”

Designed in partnership with Denver-based Launch Advertising, but led by an internal team to cut costs, we created a new visual identity, which features a bolder font and vivid, natural color palette that better fits the variety of animals the Foundation serves. Our new logo even presents a modernized version of the old with a striking blue background, housing the same iconic animals: a cat, dog, horse and elephant, along with a bird now sitting on the latter’s trunk.

The refreshed emblem 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. Though we are small, we are a leader in animal care and no organization has impacted more species in more places.


“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 Tiffany Grunert, Acting President and CEO of Morris Animal Foundation. “While many organizations focus 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.”

We boldly pursue science, yet have stoically whispered about our successes and have become the best nonprofit many have never heard of. That changes next year as we broaden our communication approach. In April, we will debut AnimalNEWS Science, a monthly email where we will share stories of our impacts and findings, as well as helpful tips, through blogs, videos, webinars and podcasts.

Finally, to best honor the donations to the Foundation, the brand update is occurring in two stages. Business materials, such as brochures, are being updated through attrition and a new website will launch in the first quarter of 2018.

Thank you for your continued support. We hope you join us for the next steps of our journey.

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