Branding Refresh Q & A

Branding Refresh Q & A

We are excited to share that we will be refreshing our branding to reflect the growth of the organization since it officially became Pet Partners a decade ago. This growth wouldn’t be possible without the hard work of our dedicated volunteers and the amazing work you do in your communities to share the love of therapy animals!

These changes, coming in 2023, will reflect a slightly refined visual identity (logo, font, and tagline) to bring a more current and modern feel to our existing logo, while maintaining our highly recognizable brand identity. We will also update our messaging to help us improve the way we position ourselves with potential volunteers and those who want to understand more about the impactful work that you do.

With any branding changes, the rollout will happen slowly as new volunteers purchase gear or materials run out and are reprinted. We will provide additional updates in future communications. In the meantime, please review the frequently asked questions below.

Why is Pet Partners rebranding?

The impetus for rebranding Pet Partners is to expand our impact through improved messaging as well as an enhanced and modernized visual identity, and to find better ways to inform people of what Pet Partners is all about, with the ultimate goal of increasing action around our mission, such as increased volunteerism, donors, partnerships, and other supporters.

Why is Pet Partners doing this now?

Over the last few years, we identified the need to improve our website’s user experience: not only the functionality but the look and feel of the site as well. Through this work, we recognized that a new website presented the opportunity for us to refresh Pet Partners’ branding, which was created more than 10 years ago when Delta Society became Pet Partners.

Why is the new logo so similar to the existing logo?

We are not looking to make a drastic change to our visual identity. Our goal is to refresh the logo to make it more modern and more easily read in smaller sizes and digital spaces, such as on social media. Our logo is very recognizable in the therapy animal space, so we decided to refine our current look and feel, incorporate a more contemporary font, and expand our color palette, which will give us more flexibility in print materials and in digital spaces.

How will this impact me or my group?

While we do expect our volunteers and Community Partners to adopt our new branding, we realize the impact of the changes we are making. Therefore, we intend to roll the new branding out in phases. We do not expect swift or immediate changes to everything that currently exists as we know there are financial implications. This will be a gradual process that will happen slowly as volunteers purchase gear and as recruitment materials are reprinted. We will provide online resources so you will have access to the new branding materials.

When will the new branding officially roll out?

We plan to officially roll out the new branding in early 2023 when we launch our redesigned website. Until then, we will continue the use of our current visual identity (fonts, logo, colors) on all digital materials. The roll-out of the new branding will be gradual and there is no expectation for you to immediately do away with current Pet Partners-branded materials or merchandise. When the new branding is available, we do ask that as you reprint materials or create new items, you begin to use the new branding. All of the new branding elements will be provided to you electronically.


If you have any questions about our branding refresh, please email us!