New Brand, Same Heart.
For more than 67 years, AWLQ has been there for animals in need.
Over that time, we’ve seen something important: the wellbeing of people and animals is deeply connected. When families are supported, pets are more likely to stay safe, healthy and in the loving homes where they belong.
Our new brand marks an important new chapter for AWLQ. It reflects who we are, the communities we serve, and the future we’re building together.
But creating brighter futures for animals doesn’t begin when they arrive at one of our rehoming centres.
It begins long before that.
Why we’re evolving
The relationship between people and their animals is one of life’s most meaningful connections. Pets bring comfort, companionship and unconditional love, while relying on us for care, protection and belonging. Because their wellbeing is so deeply connected, when one struggles, so often does the other. When one thrives, both can flourish.
Every day, we see the incredible lengths people go to for the animals they love. But we also see the challenges many families face – financial hardship, housing insecurity, illness, family violence and unexpected life events that can put both people and pets at risk.
That’s why we’re working towards a future where support comes before crisis, people and pets are supported together, and communities are empowered to create brighter futures for all.
Two hearts. One purpose.
Inspired by the powerful bond between people and animals, our new logo brings two hearts together to form our mascot, Shelly. Together, they represent the connection at the heart of everything we do.
But this symbol represents more than a logo.
It symbolises the lifelong bond between people and animals, and our belief that protecting and strengthening that connection creates brighter futures for animals, the people who love them and the communities they share.
Together, for life.
Together, before the hard moments arrive. Together, when they do. Together through every stage of life – for every family, every circumstance, and every animal.
It’s more than a tagline, it’s our promise.
- To help people and pets stay together wherever possible.
- To stand beside people before challenges become crises.
- To strengthen communities through education, compassion and connection.
- To protect and celebrate the lifelong bond between people and animals.
A brand for the future
Our new look reflects more than a new visual identity. It represents how AWLQ is evolving to better support companion animals, the people who love them, and the communities they call home.
As our communities continue to evolve, so do we. We’re strengthening our approach through prevention, early support, education and community connection.
You’ll notice a refreshed visual identity and a brand that better reflects who we are.
Warm. Community-rooted. Hopeful. Genuine. Non-judgemental.
Because this isn’t simply about changing how we look.
It’s about better reflecting the future we’re building together.
What will never change
While our look has evolved, our purpose hasn’t.
We’ll always be committed to improving the lives of animals. We’ll always stand beside the people who love them. And we’ll always strive to create brighter futures for animals, people and communities.
Whether that’s helping people through difficult times with their pets, providing compassionate veterinary care through our community veterinary clinics, educating communities, advocating for better outcomes for companion animals, or finding loving homes for animals in need, our commitment remains the same.
None of this would be possible without our incredible staff, volunteers, foster carers, adopters, supporters and donors.
You’ve always been at the heart of AWLQ. You always will be.
Looking ahead
The future we envision is one where fewer families are faced with the heartbreaking decision to surrender a beloved companion because of circumstances beyond their control.
A future where support is available before challenges become crises. Where people have the knowledge, confidence and support they need to care for the animals they love. Where more people and pets can stay together, and stronger communities are built through compassion, connection and care.
That’s the future we’re building.
Thank you
Whether you’ve adopted, fostered, volunteered, donated, visited one of our community veterinary clinics or simply believed in what we do…
Thank you.
This next chapter belongs to all of us.
Together, for Life.
