The Dumb Friends League is now Humane Colorado. The Denver Dumb Friends League announced its new name, brand identity and logo on Friday. The 115-year-old animal shelter and welfare organization said its new name "reflects who they are today and the impact they make as leaders in animal welfare both in Colorado and nationally." Along with a new name, tagline, and logo, the organization launched a new website and social media channels on Friday. Humane Colorado said that since being founded in 1910, they had used the term "dumb" which was used to refer to animals because they lacked the power of human speech. They said that the term is now outdated, insensitive, and is unrecognized by new community members in Colorado. Humane Colorado said it had known for several years that it wanted to change its name, but they took their time to make sure the process was thoughtful and intentional in order to develop a brand that reflected their mission and values. READ MORE: https://www.9news.com/article/life/style/colorado-guide/dumb-friends-league-new-name-logo-brand/73-05d02d03-b0d6-4db1-8882-6b440bf47650 More local videos here: https://youtube.com/@9news Subscribe to NEXT: https://youtube.com/@Nexton9NEWS Stay connected: 9NEWS Website: https://www.9news.com/ Facebook: https://www.facebook.com/ilike9news X: https://x.com/9NEWS Instagram: https://www.instagram.com/9newsdenver/ Download the 9NEWS App: https://www.9news.com/appredirect/ Sign up for the 9NEWSLETTER: https://www.9news.com/email 9NEWS (KUSA) is located in Denver, Colorado.