The American Osteopathic Association (AOA) unveiled its new brand including
a new logo and tagline at the Unified Convention on Monday, October 24th. AOA
President Phillip L. Shettle, D.O., told D.O.s and osteopathic medical students
that "being an osteopathic physician is more than an occupation and the
AOA is more than an association. Together we make up a professional family."
The new brand marks the beginning of a new phase for the AOA. It has a new
look and a new attitude. But, what hasn’t changed is its overall mission
to safeguard the profession and to ensure that it continues to grow.
As AOA President Shettle dedicates this year to showing "pride in the
profession," the AOA wants to do its best to make all D.O.s and osteopathic
medical students proud, lifelong members of the AOA. To do this, the AOA Branding
Initiative aims to show value in AOA membership and is working to ensure that
every interaction between D.O.s/osteopathic medical students (members and non-members)
and the AOA is a positive experience.
In the coming months, you'll be hearing more about the AOA brand while also
experiencing it first-hand when you come in contact with AOA leaders and staff.
The AOA is dedicated to D.O.s and osteopathic medical students, and AOA leaders
and staff are ready to assist you throughout all stages of your professional
lives. The AOA has always been, and will continue to be your support system—your
professional family. See the video
that launched the brand (Windows Media format)
New Tagline
Treating Our Family and Yours
The tagline is based on the AOA's new brand position, which centers on the AOA
as the D.O.'s professional family. The goal in developing a tagline for the
AOA was to select one that had meaning for the osteopathic medical profession
as well as a consumer audience.
"Treating our Family…" focuses on how the AOA cares for all
D.O.s and osteopathic medical students and provides support for them in every
aspect of their professional lives. "And Yours" explains how the AOA's
D.O. members care for patients' like they are part of their own family.
New Logo
The letters “A” support the “O” just like the AOA
provides complete support as the D.O.'s professional family. The addition of
the staff of Aesclepius conveys the fact that the AOA is a medical organization.
A greater emphasis has also been placed on the word “Osteopathic”
by bolding it in type.
AOA
Launches New Brand Centered on Family