The AO values its history, traditions, and identity, and as an organization, change is in our DNA. The health care environment is becoming increasingly complex. New challenges are emerging and this will only accelerate. It is important that every aspect of the AO embodies excellence.

 

Our brand says a lot about us, it signals that we are globally engaged, that we are active, and that we strive for excellence in everything we do to further our mission. The new AO brand communicates more clearly that the AO is dynamic, open, and innovative.

 

What is a brand?A brand encompasses the many unique elements—a consistently applied logo, colors and typography, for example—that express an organization’s identity, including its history, values, and mission. The new AO brand clearly conveys our identity, including our commitment to excellence, our global engagement, and our diversity and inclusiveness.The need for this rebranding comes from the recognition that the AO must respond to the challenges and opportunities offered by digitization. It demands new standards, methodologies and technologies—impacting everything we do online. As part of the digital transformation, members are enriched, individualized, unified, digital pathway to the AO—it is vital we also have a strong, digitally driven brand strategy.

 

This will be a staggered transition to the new brand. A combination of old and new brands will be in use for a while, but the AO Davos Courses 2019 will be the first event to switch fully to the new AO brand.

 

Implementation is being coordinated by AO brand ambassadors representing all parts of the organization, with central support from Communications & Events. Key milestones for this project are:

 

• Brand guidelines are available via a new brand portal.
  
  
• The public, digital launch is underway.
  
  
• The AO Davos Courses 2019 will be the first event to switch fully to the new AO brand.
  
  
• Wider implementation of the new brand will start in January 2020.

 

 

 

 

 

 

 

 

Should you have any questions about the rebranding,

please let us know

 

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