ADA rolls out new logo
A new look for the American Dental Association logo has arrived, a look that features this identifying tagline: “America鈥檚 leading advocate for oral health.”
At its December 2007 meeting, the Board of Trustees approved the new ADA logo and tagline. “The updated logo is aimed at better differentiating the ADA by focusing more on the name of the Association, while leveraging the equity of the current logo signature, and the tagline delivers a powerful message we intend to build on,” said Dr. Mark Feldman, ADA president. “The Board was very impressed with the deliberate process that was used to investigate various typefaces, fonts and design elements.”
“The new tagline, ‘America鈥檚 leading advocate for oral health,’ embodies the ADA鈥檚 new brand promise鈥攁 promise that reflects the unique value that the ADA delivers,” explained Dr. James Bramson, ADA executive director.
The tagline clearly positions the ADA in the marketplace and is well-supported by qualitative and quantitative research among dentists (both members and nonmembers), ADA leaders and the public.
Dr. Bramson said the ADA is beginning a phased rollout in 2008 and beyond of the ADA brand initiative, a research-driven, knowledge-based process that was undertaken for the following reasons:
- to ensure the ADA鈥檚 image as a relevant and valuable organization;
- to provide a more distinct and unified image in the marketplace;
- to help effectively navigate and manage the forces of change facing the Association;
- to provide internal guidelines for consistency, clarity and relevance of messaging with all ADA audiences;
- to differentiate the ADA from other organizations and corporations;
- to inspire continued positive perceptions.
To bring the ADA brand to life, the ADA is beginning a transition to using the new corporate identity including messages that support the ADA brand promise. This effort will also incorporate key findings from recent research as new marketing materials are developed for ADA members and the public. In the meantime, both the new and old brand images will be in use as the new one is phased in to replace logo use in ADA materials and resources.