Exclusive: AMA Goes for New Logo

Medgadget is pleased to be the first publication to present to the general public the new logo of the American Medical Association.
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Medgadget has learned that in the upcoming June 20th issue of the AMNews, the AMA will unveil its new 21st century symbol for AMA members. The statement in the AMNews reads:

The AMA’s new symbol, proudly and distinctly bearing the Staff of Asclepius, represents many things that are good about the profession and its organization, not the least of which is continuity. Although the symbol has been associated with the AMA for nearly a century, both it–and the Association it represents–have evolved over time. The current iteration of the symbol pays homage to the past while conveying to the profession and to the public a clear, forceful message about the AMA’s future.
The AMA has used several versions of the serpent and staff logo over the years and all of them tended toward literal interpretations. The new, more-stylized design remains clearly recognizable, while making a statement about the transformation of the AMA. It is inviting and unifying, and, most importantly, signals a new energy and vitality for the organization…
One other important change to note: In the new AMA logo, purple replaces the previous teal. A combination of red (connoting energy) and blue (stability) is a powerful, arresting color that is also warm and welcoming: further, it suggests the nobility of medicine’s ethics and standards. Again, the message is clear that the AMA is a vibrant organization…

Developing…
Flashbacks: AMA goes corporate with “brand promise”…; The AMA takes heat from the medical blogosphere.