After 115 years of animal welfare operations, Colorado’s Dumb Friends League is chasing a new tail — rebranding themselves as Humane Colorado, the organization announced Friday.

While their name is changing, Humane Colorado intends on keeping its mission to “end pet homelessness and animal suffering,” but with a new name that “better reflects its commitment to advocacy, education, and compassionate care for animals, their people, and the communities they serve,” organization officials announced in a press release.

Many people might not realize the “dumb” doesn’t infer “stupid.” 

The original name adopted at the organization’s founding in 1910, Dumb Friends League, used the “outdated term ‘dumb’,” according to the press release, which referred to animals since they lack the ability for human speech.

Rebranding is meant to get rid of the confusion about the term and better reflect the organization’s mission. 

Humane Colorado CEO and President Apryl Steele said the name honors the organization’s history and reflects their dedication. 

“The new name honors our rich history while representing who we are today and the meaningful impact we make as leaders in animal welfare in Colorado and across the country,” Steele said in the release. “This evolution is a natural step forward, reflecting our continued dedication to innovation in sheltering, rehabilitation, veterinary care, and community programs.”

Along with sheltering homeless animals, Humane Colorado also provides veterinary care, connects them with caregivers and hosts education programs about responsible pet ownership, according to its website.

They have five Colorado locations in Denver, Franktown, Castle Rock and Alamosa.

Extensive research over several years informed the rebranding, according to the release. Humane Colorado’s board of directors worked with branding experts to come up with the name, logo and tagline. 

Janice Kercheville, chair of the board, said they’re excited about the new name and what it means for the organization. 

“We are excited to enter this new chapter with a name that fully encompasses our mission and values,” Kercheville said in the release. “This rebrand reflects the input of community members, donors, staff, and volunteers who helped shape a name and identity that will carry us into the next century of our work.”

As they take on the new name and logo, Humane Colorado “is positioned for continued leadership and impact for the next 100 years.”