APhA launches rebranding effort

The American Pharmacists Association is rolling out a new brand identity, including a modernized website, redesigned logo, and a refined message on what the organization does and the motivation behind it: to serve, prepare and fight for pharmacists in all practice settings.

APhA executive vice president and CEO Scott Knoer said that the rebrand is part of APhA's strategy to transform pharmacy now and into the future. It also reflects the organization’s unwavering commitment to national advocacy for all pharmacists and their patients.

“Our new look and message, including a website reimagined to better accommodate busy pharmacists’ needs, demonstrate the unique value we bring to our members,” Knoer said. “APhA's new brand signifies a renewed commitment to being responsive and relevant to the members of a rapidly evolving profession.”

"The new brand is a culmination of years of work and research on what’s important to APhA members, to stay true to its legacy and bring it into the future," said APhA president Sandra Leal.

Leal added, “Our new brand will help us share who we are, what we stand for, and why it matters,” she said. “We’ve examined the profession’s history through a modern lens and adopted clear language that expresses APhA's passion in a bold new voice.”

Elements of the APhA brand include a contemporary logo that evolved from APhA's previous mortar and pestle design. A new tagline, “For Every Pharmacist. For All of Pharmacy,” reinforces the organization’s commitment to practitioners in every practice setting and at every stage of their careers.