Our New Logo- Explained:

The cupped hands symbolize delicacy, as well as the holding of fragile elements, to include those hearts we are entrusted to hold. The way the hands are positioned, they are also symbolic of giving, of which we do, and have a duplicative meaning for giving of ourselves as well as holding of our own selves sacred in the work we do. The cupped hands hold a heart, which is also a part of the paw, symbolic of the human-animal bond. The light purple of the heart is representative of grief, the emotion we are most entrusted with to hold. Also, this is the color that appeals to women most, who is our main target market.

The darker blue of the cupped hands represents knowledge, integrity, and seriousness.

For the rest of the paw, the colors of the pads are indicative of our pillars: The light blue is associated with health, healing, tranquility, understanding, and softness, while the Green and Orange represent self-respect, and the Yellow is teamwork.

The pads of the paw are not perfect in shape, much like the humble nature of us and our membership. We are not perfect, but together it’s all beautiful.

The ample amount of white space around the acronym of our name is there for a reason too: it’s about our simplicity, purity, and transparency.