New Look, Same Life-Changing Mission

Canine Companions puppy seating next to a wheel chairOne of the pillars in our 5-year strategic plan is to become the most recognizable service dog organization so more people who can benefit from a service dog can receive one. Over the past year, we have conducted research, worked with stakeholders and finalized our new brand strategy which will allow us to meet this ambitious goal.

We are thrilled to be launching our new brand strategy, and we are confident Canine Companions® will not only continue to lead the service dog industry, but the non-profit community as well.

“Canine Companions’ brand has evolved over the 45 years since our founding in order to be more recognizable and relevant within the service dog industry,” says CEO Paige Mazzoni. “We’re looking forward to what Canine Companions can become now and in the future, and the new brand is a strategic component to reaching our goal of providing service dogs to all qualified candidates.”

Did the mission/mission statement change? No, our mission remains unchanged. Canine Companions provides expertly trained service dogs to adults, children and veterans with disabilities.

What’s the new brand strategy about? We based our new brand on the pillars that align with our core values.

What does the new logo represent? The new logo captures the belief that the human-canine bond makes us all stronger. The dog and human connect to form a unified, heart-like shape, underscoring the strength of the relationship and illustrating how service dog teams help each other feel empowered and valued. Additionally, the human is based on the letter “i” to connect back to the life-changing independence Canine Companions service dogs provide.

What does the tagline “Lead with independence.” mean? This tagline refers to both leading a life of enhanced independence through a Canine Companions service dog and showcases our leadership role within the service dog industry.

What is the timing of the brand rollout? We launched the new brand on May 18 and will work on incorporating the messaging and visual identity over many months.

Where can I purchase new Canine Companions gear? Items with the Canine Companions logo can be purchased online and we’ll be adding new and fun branded items over the next few months.

Are your email addresses and website changing? Yes, these are changing. Our website is now It is also important to mark emails from or as “safe senders” in your email client.

Will Canine Companions’ social media handles be changing? Yes. Because our current social media handles incorporate “cci,” we will be adjusting our handles to match the new brand. Facebook, Youtube and LinkedIn remain @caninecompanions. Twitter, Instagram and TikTok have changed to @canineorg.

Why are you spending money on this? We understand the financial implications of a universal rollout of a rebrand. Because of this, we are doing a staged rollout over the next two years. In order to meet the goals of our strategic plan, a rebrand was critical to differentiating our organization from others.

Are you still CCI? Our brand name is Canine Companions to allow for easier use when spoken and written. Our legal name remains Canine Companions for Independence®.