How did you come up with the new logo? Elephants are one of the most iconic animals in anti-captivity campaigning. They have been a part of our logo for almost 40 years. Their strong family bonds, their expression of love and grief, make them one of the best loved animals and one we as humans can relate to. Sadly, they are also a tragic symbol of circus cruelty and they are one of the animals to suffer the most in captive environments such as zoos. We wanted our new logo to reflect the history of CAPS yet give a positive message. We feel this playful elephant, holding a branch to symbolise their freedom in the wild, does just that.