OUR VISIONLike you, we want a kinder, more compassionate world that celebrates animals as sentient beings who are deserving of our attention, understanding, and respect. We believe that the human-animal bond is a rich, shared experience and that we have the capacity and responsibility to honor the inherent value of the animals with whom we share the planet.
As a museum, we are the first of our kind.
OUR MISSIONWe exist to preserve, interpret and share our inspiring legacy of animal protection, to nurture current and future generations’ overall awareness about animals in society and to empower change.
BACKGROUNDOriginally founded as the National Museum of Animals & Society in 2010 by Carolyn Merino Mullin, the organization operated as an online and mobile museum and moved into its first building on Melrose Avenue in Hollywood in 2013. With the dedication of Board Co-Chairpersons, Ellen Lavinthal and Shelley Traywick, the Board of Directors expanded during this time in Hollywood and significant funds were raised to move the museum into a larger facility in the Arts District in downtown Los Angeles in 2016.
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HOW WE OPERATEThe Animal Museum employs traditional museum stratagems in achieving its mission: development of scholarly exhibitions, interpretation of objects, and accession of a world-class collection and preservation effort. Moreover, the Museum pursues the following objectives:
- Instituting a multifaceted, interdisciplinary approach - from the humanities to the arts and sciences - in examining our dynamic and evolving relationship with non-human animals.
- Serving as the preeminent storehouse for archives and artifacts of the Animal Protection Movement, domestic and abroad, and encompassing both welfare- and rights-based efforts.
- Nurturing humanity’s legacy of compassion for animals through humane education programming.
OUR BRANDWhen we came to the decision that we needed to evolve our public image as a museum and charitable non-profit, we reached out to Los-Angeles-based creative agency raven + crow studio. Run by Katie Frichtel + Troy Farmer—two longtime vegans and animal activists—the studio, which is also based in the Downtown LA Arts District, has an extensive history of working with for- and non-profits, such as MooShoes and Farm Sanctuary.
In 2016, Katie + Troy met with our team at The Animal Museum, first providing guidance on our name change from The National Museum of Animals & Society to The Animal Museum, and then focusing on our visual brand and logo. We arrived at a logo that focuses on modern, elegant simplicity with simplified geometric letterforms that can employ solid, high-impact colors and stylized imagery to coincide with timely campaigns, exhibitions and projects.
We've gone on to extend the brand design to museum signage, promotional materials, fund-raising elements, and their team is now working with March Studio to design our permanent exhibit, directing our visual presence in the museum and setting the tone for our mission and message for years to come.