Richmond SPCA unveils fresh brand identity
The journey of the Richmond SPCA over our 133-year history is a remarkable one. We have evolved and expanded to consistently meet the changing needs of our community, and with the generous help of our supporters and partners – that’s you! – we have come to the rescue of hundreds of thousands of animals across the region. Today, we are delighted to share with you the exciting next chapter in our story – one that builds upon this legacy of lifesaving.
After 18 months of thoughtful planning among our dedicated staff and board, we are thrilled to reveal our updated vision, mission, values and promises along with a refreshed logo and tagline.
While our “look” and some of our language is changing, as it is a common and best practice for any organization to periodically revisit and update, what hasn’t changed is our faithful commitment to no-kill, which has been our guiding star since the Richmond SPCA adopted our former mission statement and tagline in 1998.
Our updated guiding statements simply reflect our values and strategic goals in terms that are clearer and more accessible today, helping us connect most effectively with our partners, supporters and the communities we work alongside. Additionally, you’ll notice that our revised mission, vision, values, promises and tagline center around improving and saving the lives of animals while also harnessing the greatest resource to end their suffering – people. The Richmond SPCA is cultivating a community committed to saving, protecting and enriching animal lives. The crucial work we do today to bring about a no-kill community is sustained through the essential education and resources we provide.
We are energized by this new chapter and are confident our fresh look and updated guiding statements will further amplify the positive impact we have on animals and the people who love them.
We hope you enjoy this sneak peek at our new branding, which over the coming weeks you will see reflected on our online platforms, merchandise, building signage, materials and more. We deeply value your enduring support and partnership. Together, we are creating a better future for the animals we all love.
Listed below are our updated guiding statements, as well as our former statements, where applicable.
Former Guiding Statements
(adopted in 1998)
Mission
To practice and promote the principle that every life is precious
Tagline
Every life is precious
Values
- Excellence in all that we do
- Integrity by always acting in a manner consistent with our mission and values
- Uncompromising care for the animals
- Commitment to the authentic principles of the no-kill philosophy
- Leadership in the Richmond community and the humane community nationally
Promises*
- At all times, and in every way, we are advocates for animals.
- We provide for their safety and comfort, strive to alleviate their suffering and work to place them in homes that provide a responsible lifetime commitment to them.
- We speak out publicly to promote and defend their interests. We oppose all forms of animal cruelty.
- We promote spaying and neutering to achieve and retain a no-kill community.
- We oppose any taking of the lives of healthy or treatable animals and do not participate in such conduct ourselves.
- We provide services that promote responsible pet ownership and humane attitudes toward all life.
* amended in 2011
New Guiding Statements
(adopted in 2024)
Mission
To provide education and resources to achieve and sustain a no-kill community
Tagline
Compassion Unleashed
Values
- Respect: We treat animals and people with compassion and kindness.
- Inclusion: We embrace diversity and provide equitable access.
- Creativity: We are resourceful and find solutions.
- Collaboration: We achieve results by working together.
- Honesty: We are transparent, truthful and sincere
Promises
- Uphold a no-kill philosophy
- Courageously advocate for animals
- Compassionately care for pets and people
Vision
To cultivate a community committed to saving, protecting and enriching animal lives
