American Veterinary Medical Association (AVMA)
Brand Refresh & Marketing Strategy
- Launch project
Adriano Rosales & Marco Acevado
the american veterinary medical association (avma) is the third-largest member association in the united states.
Founded in 1863, the not-for-profit AVMA is the collective voice representing nearly 90,000 veterinarians working across the entire veterinary industry, including academia, homeland security, public and private practice and research. Throughout its history, the AVMA had never undertaken a serious rebranding project. This became an issue in the early 21st century, as the makeup of the veterinary industry began to change drastically. The profession began to skew younger, and became much more female-based. It was time the AVMA made an effort to better reflect its members and prove the value of their AVMA membership. In 2014, the AVMA embarked upon a strategy management process—a comprehensive evaluation and planning effort that resulted in a three-year strategic operating plan for the AVMA.
REVITALIZING A 150 YEAR-OLD BRAND
The current logo was only the third since the Association’s founding 150 years ago. The Rod of Asclepius, a serpent-entwined rod named after Aesculapius, the Greek god of healing, was central to the first logo adopted by the United States Veterinary Medical Association in 1863.
Because of its deep-rooted legacy, we maintained the original integrity of the mark by reverse engineering each component, starting with the Rod of Asclepius and iconic “V.” Our main objective was simple: give the mark a fresh look for young members while keeping it instantly recognizable to senior constituents. A robust system was later created with these core elements in a variety of different configurations, ensuring the new mark was flexible for the various AVMA product lines, services and strategic business units.
The Strategic Business Units are an important part of the AVMA brand. Even though the three major SBUs of the AVMA—Advocacy & Public Policy, Products & Services and Accreditation & Certification—are largely directed at particular audiences, it was essential they were easily recognizable as a part of the AVMA brand. The architecture allows for a few exceptions, such as the AVMA Political Action Committee and the AVMA Veterinary Medical Assistance Teams, but still remaining true to the master brand.
AVMA FOR THE NEXT CENTURY
Meet the new AVMA: armed with a new strategy, with positioning and messaging that truly reflects their current membership; a new brand identity, from logo to lockups to tagline to color palette to custom photography, all captured in comprehensive brand guidelines; and a brand rollout plan that generated excitement, all culminating in the 2015 annual AVMA convention, in Boston.