As many of you saw reported in the JAVMA, the AVMA has begun the process of developing a new logo. Several members have asked two questions: why is a logo change necessary and why/what makes up the expense?
The Executive Board decided to pursue a logo change for two reasons. First, there are some usability issues with the current logo as it relates to display on certain media and how it stands out when displayed with other organization marks. More important is the image that the logo portrays.
There is a major effort underway at AVMA to become a more progressive, proactive organization. Our relevance to our members, and thus the long-term viability of AVMA, is contingent on continuous change to meet member expectations. A new, contemporary logo is a part of this overall change initiative. Many people may view the current logo as “traditional,” and many others interpret it as “old fashioned.” While that may not seem important given the context of other issues within the profession, it is a very real situation that we have to deal with and that will affect AVMA for years to come.
Regarding the cost, the $80,000 – if it is all spent – is designed for the specific purpose of gaining member input. While we realize the cost is significant, it is important that we take a thorough approach and do it well. Adopting a new logo is a strategic decision the Association will likely live with for decades. That is why we planned several opportunities for member feedback, and that’s where most of the cost originates. It is a best practice for any organization to gather input and test logo concepts among its members, and that’s what AVMA will do. In fact, our final stage of research will test concepts against predefined benchmarks to ensure that any design chosen is one that has data behind it to back member support.
We appreciate the comments by members and the opportunity to explain an initiative that the Executive Board feels is crucial to the long-term health of the Association. As we continue in the development process, we’ll update the AVMA@Work blog to keep members up-to-date.
Dr. Ron DeHaven, AVMA CEO