Home / Newsroom / After 139 Years of Saving Animals, American Humane Launches New Branding and Website

After 139 Years of Saving Animals, American Humane Launches New Branding and Website

American Humane Unveils “First to Serve” Brand on Same Day Ellen and Walmart Announce $500,000 Contribution for Rescue Work in Louisiana


American Humane, America’s first national humane organization, is celebrating 139 years of service with a rebranding effort which begins with changing the organization’s name from American Humane Association to American Humane. The name change was accompanied by a new website, a new logo, and new slogan “First to Serve.” In an exciting twist, on the same day the branding was unveiled, Ellen DeGeneres announced on her talk show that she was partnering with Walmart to contribute $500,000 to American Humane to support its animal rescue efforts in Louisiana.

“First to Serve” is the foundation of the updated branding which emphasizes the organization’s hundred-plus year commitment to helping animals—longer than any other national organization’s. American Humane was first to serve and protect animals in virtually every major disaster from World War I to Louisiana’s flooding crisis last month. And with rescue units stationed across the country, American Humane will continue to locate, shelter, and care for animals when and wherever disaster might strike.  

“While we have been around for 139 years, this is the 100-year anniversary of American Humane’s rescue program, which is the perfect opportunity to reflect on where this organization has been and where it is going,” said American Humane president and CEO Robin Ganzert. “Our board and leadership team is committed to ensuring that American Humane thrives for the next 100 years and continues its vital mission to help animals in need. The new sophisticated look of our website and logo, and our emphasis on being the “First to Serve,” portrays a renewed commitment to being an organization that acts as a first responder for animals in distress.     

However, American Humane’s service goes beyond rescue efforts, and the new website design highlights its diverse programmatic focus. “The new design makes it easier for animal lovers to see American Humane’s comprehensive approach to protecting animals and celebrate the special bond between us and them,” said Chairman of the Board, John Payne 

American Humane’s programs include Humane Hollywood™, with the famous “No Animals Were Harmed®” certification; its American Humane Certified™ certification program helping ensure the humane treatment of farm animals; the Humane Conservation™ program certifying zoos and aquariums which meet its high standards of animal care; and the new American Humane Lois Pope LIFE Center for Military Affairs, supporting military families, assisting military K-9 teams on and off the battlefield, reuniting military dogs and their former handlers, and more.

“American Humane has been and will always be animals’ first responder,” said Robin Ganzert. “Our rebranding and new website bring the public’s understanding of American Humane closer to the reality of everything we’re already doing every day for animals. Whether it’s farm animals, military dogs, or endangered species, we want people to know American Humane is on the front lines helping animals in need.” 

American Humane Association is the country’s first national humane organization. To learn more, please visit

Our first-responders are there when animals need them most

From natural disasters to animal cruelty investigations, we are on the front lines protecting animals in times of crisis.

Contribute Volunteer