See the evolution:
Branding FAQs
Q: Why rebrand?
A: The goal of our updated brand is more than a fresh look – it’s a campaign to draw in various target audiences from prospective PA students to pathologists and administrators to other medical specialties and organizations through our social media sites, exhibitor booth, promotional materials, and occasional print advertisements.
Q: What does “It Pays to Know” mean?
A: Our new theme is inspired by the vision behind the Grossing Guidelines that, as certified pathologists’ assistants, we are subject matter experts in gross pathology, and we represent the professional standard for quality patient care in pathology. Our message is that, as a patient relying on a diagnosis, as a person pursuing a career in pathology, as a pathologist, surgeon, or oncologist, and as an employer or hospital administrator, it pays to know the value of a certified pathologists’ assistant.
Logo FAQs
Q: What message does the new logo convey?
A: When creating an abstract logo mark, the ultimate goal is to create a distinctive visual mark to convey a big idea or an attribute – in this case, it’s the expertise and creativity behind the scalpels – the members of the AAPA. It conveys what a PA does symbolically through form and color, cultivating emotion and allowing the viewer to attribute meaning. The one-of-a-kind, unique nature of an abstract mark becomes a valuable asset with consistent use, allowing audiences to know it at a glance. Creating a combination logo like the new AAPA logo by pairing the full name of the organization with the mark strives to represent our organization in the right way – being cutting edge, and eliminating confusion with the other behemoth AAPA medical professional organization.
Q: Why change the logo now?
A: The AAPA is continually evolving to stay current and meet the needs of our members. In direct response to member feedback and in alignment with our strategic planning goal of growing national recognition, the AAPA hired a professional marketing firm to design a logo which would represent our professional group. The new logo represents our organization as a group of highly educated professionals who provide high-level and ethical care to patients.
Q: What was wrong with the old logo?
A: The original AAPA logo is iconic in its own right. It was in use for many years until 2008, when our second logo with its updated and simplified look was introduced. In developing our new logo, we were looking for a mark that would better represent the pathologists’ assistant profession and avoid confusion by no longer focusing on the AAPA acronym.
Q: How will this change help our members?
A: The logo was designed to stand out to ensure a clear visual presence among the medical community.
Q: Will our dues go up because of this change?
A: No. The fees associated with this change were planned as part of our annual budget.
Q: What does the new logo represent?
A: “Pathologists’ Assistants” is spelled out and not abbreviated to highlight and clarify our full title, while clearly distinguishing us from other organizations that may share the same acronym. The graphic on the left incorporates a new pop of color, while keeping our historically blue color scheme. The intentionally abstract appearance of the graphic attracts attention and helps sets us apart from other organizations. The graphic also incorporates scalpels, which reflects a unique element of the creative and expert professionals behind the logo.
Q: Why didn’t members have a say in choosing a new logo?
A: The AAPA hired a professional external marketing firm and used their expertise in the development of the logo. We felt it best to utilize their knowledge in current marketing strategies and techniques.
Q: Where will we see the new logo?
A: It will completely replace our current logo. You will see the new logo on the AAPA website, at AAPA conferences, in the AAPA booth used at other professional conferences, in our journal The Cutting Edge, as well as all other marketing materials, mailings, advertisements, etc.
Q: Why did the AAPA use money on this instead of providing members with something or decreasing dues?
A: Although we have dynamic volunteers with a variety of skillsets, there are times when we have to call in the professionals from an outside field to help us achieve our mission and goals. Sometimes we do have to pay for this expertise so that projects keep moving forward at a faster pace than our volunteers can do while juggling full-time careers.
Q: How can we use this logo as members?
A: A logo usage policy is being finalized and will soon be available in the member community section of the website for members to agree to before accessing the logo for download.
Q: Can I be a part of decisions like this in the future?
A: Absolutely! The AAPA is always looking for dedicated volunteers to get involved and contribute to the projects about which you are passionate. Take our fun quiz to see which committee is your best fit, or visit our volunteer hotline to see all available opportunities.
Q: How may I get more information?
A: Please contact us here or at 800.532.AAPA.