January 4, 2017
By: Gina Browning, Director of Public Relations

The year 2017 marks the SPCA Serving Erie County’s 150th year of serving the people and animals of Erie County, NY, and the humane society is kicking off an exciting year of change by premiering a new logo created pro bono by Riveter Design in Orchard Park, NY!

Symbolic of the different kinds of animals assisted and/or treated in some way by the SPCA, the new four-color logo depicts a dog, cat, owl, and horse, representative of the SPCA’s care of domestic animals, farm animals, and wildlife.

Throughout the new year, the new logo will be replacing the former heart-shaped logo online, on uniforms, on printed pieces, and more.

While the premiere of a new logo is no small feat, the announcement comes second to a larger event taking place in 2017: the humane society’s move from Ensminger Rd. in Tonawanda to an all-new shelter on Harlem Rd. in West Seneca. The Raise The Roof Campaign has been featured by the SPCA for several years and, thanks to compassionate and generous donors, has raised the $12.6 million (approximate total to-date) necessary to make new shelter construction a reality. The campaign goal is set at $14,700,000 and the SPCA is currently in the middle of a $1 Million Challenge to help meet that goal. The SPCA is tentatively scheduled to move into its West Seneca location in the spring.

Take a peek at new shelter construction in Photo Album 1 and Photo Album 2.

Formed in 1867, this SPCA is the second-oldest humane society in the country. In addition to the new shelter and new logo, the SPCA will be celebrating 150 years with a 150th Anniversary Gala January 28 at Buffalo’s Hotel Lafayette, and with a special 150th Anniversary Club for donors. Other happenings will take place throughout the year, including a 150th anniversary party, a shelter grand opening, and more.

Special thanks to Riveter Design‘s Jordan Hegyi, creative director, and Lauren Molenda, project manager, along with Inkwell Studios Founder and Illustrator Michael Gelen, for this exciting, new SPCA look.

According to the logo team, “The design of the new mark maintains some of the appeal of the original logo— the friendly illustration style and a similar puzzle-piece structure harken back to the original mark (you can even find the SPCA heart within one of the animal faces!). The new mark now includes two additional animals—a horse and an owl—to provide a more comprehensive indication of all of the animal groups served by the SPCA. While the dog and cat are a good basis to help the public understand that the SPCA serves animals of various types, the addition of the horse and owl now represent the SPCA’s farm and wildlife services, and therefore illustrate more of the full spectrum of species served.

“The earthy color palette selected for the new mark is reflective of the SPCA’s dedication and connection to nature and all its creatures. It is down to earth, warm, and extensive to allow for more variety within the brand. Texta—the font family chosen for the new logo—is simple, clean, and open, making it feel approachable, easy to read, and timeless.

“The refreshed identity for the SPCA was created by local design firm Riveter Design— which has been working with the SPCA for a number of years, and provided strategy, concept and creative direction for the project—in collaboration with renowned illustrator Michael Gelen of Inkwell Studios, who was engaged to bring to life the unique characteristics of each animal, perfecting the mark for its long life ahead.”

Designing and providing an entirely new logo for a well-known organization is no small undertaking, and the SPCA is infinitely thankful to Hegyi, Molenda, Gelen, and the staff at Riveter Design and Inkwell Studios, for helping to establish a new identity that will hopefully take us into another successful 150 years!

Keep watching YourSPCA.org, and follow us on Facebook and Twitter, for continuing information on 150th anniversary events and other SPCA news.