A Refresh PASADENA HUMANE USES THE PANDEMIC BREAK TO REBRAND BY CHRISTINA FUOCO-KARASINSKI
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asadena Humane Society was founded more than 120 years ago, and since then, the organization had various official and unofficial monikers. In July, the nonprofit made it official: It’s now known simply as Pasadena Humane. “In the 1980s, they added SPCA to the name. That was just a lot of words to say, particularly in modern times when it’s human nature for people to shorten names,” says Jack Hagerman, Pasadena Humane’s vice president, community relations. “People were abbreviating us as the Humane Society or the SPCA, but we’re not associated with the national organizations for either.” The nonprofit’s new name is representative of its mission: serving people and animals of the San Gabriel Valley. Plus, Hagerman says, it rolls off the tongue a lot easier. As part of the name change, Pasadena Humane refreshed its brand, redesigning its logo with new typography and graphic standards to give the organization’s presence a bolder and more colorful look. In mid-July, Pasadena Humane launched its new website, which offers enhanced capability. “With the name change, it was time to give our community a whole new version of us,” Hagerman says. “It makes it easier to relate to us and connect with us.” The most commonly visited area of Pasadena Humane’s website is its pet finder. Previously, the section’s capabilities were limited. With the new site, the options are expansive. continued on page 20
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