L.A. Animal Services Is Agency’s New Name

Call it the kinder, gentler Animal Regulations Department.

In an effort to expand its services and improve its image, the department is adopting a new long-term plan, a new logo and a new name--L.A. Animal Services.

“The new plan, name and logo represent the broadening of the department,” said Animal Services Commissioner Gini Barrett, who has taken a lead role in the department’s face-lift.

The department during the past two years has had a rocky relationship with animal-rights activists, particularly over a city policy to trap coyotes that wander into residential areas. Activists have also urged the department to euthanize fewer animals and put more effort into getting homeless pets adopted.

Under the long-term plan, the department will aggressively attack the pet overpopulation problem, implant microchips in all animals adopted from the kennels to make them easier to trace, and reopen low-cost spay and neuter clinics closed in 1991 due to funding shortages.

The new campaign image for the department was created by an advertising firm that designed campaigns for the movies “Batman” and “E.T.” The campaign will be unveiled today at a downtown animal shelter.