DJG – Why Rebrand, and Why Now?
Why rebrand, and why now?
ACVS will transition all materials to its new logo and brand over the next few months.
Earlier this year, ACVS embarked on a data-driven process to evaluate whether our branding accurately reflects who we are today.
This work was prompted by a simple question: Does the ACVS logo and visual identity reflect the excellence, precision, and leadership that ACVS is known for?
To answer that, ACVS partnered with the David James Group (DJG), a marketing firm that works exclusively with associations and nonprofits, to launch a comprehensive brand health study. DJG also conducted a series of brand workshops and one-on-one interviews with community members to gain further insights and lay the foundation for a comprehensive brand and messaging strategy.
More than 760 individuals responded to the survey, including Diplomates, current and recent residents, primary care veterinarians, and industry partners.
Their insights made the path forward clear.
Presented with the findings, the ACVS Board of Regents approved moving forward with the brand project.
Every step has been guided by insights from the veterinary surgery community, and their voices are reflected in the final brand, which honors the ACVS legacy while modernizing the College for the future with updated symbolism and visuals.
Excellence doesn’t rest—it evolves, just like ACVS
- Only 33% of respondents felt the previous logo accurately reflects what ACVS does. 40% said it does not accurately reflect ACVS or were not sure.
- When we dug deeper into the data, we learned that although Diplomates scored the existing identity higher, residents—our future Diplomates—rated the existing identity significantly lower. This gap signaled a need for a new brand that strengthens a sense of belonging for residents.
- The survey data showed that the College’s brand did not reflect modern expertise to early- to mid-career veterinary surgeons and those entering the field today.
With this new brand, ACVS is better positioned than ever to carry our mission forward.
We’re excited about how, together, we will promote and pursue specialized surgical training and exceptional animal care.
Precision, Expertise, and a Modern Vision—the new ACVS brand, inspired by you. A collection of attributes that define our brand.
The ACVS brand is shaped by the attributes and qualities our stakeholders value most—attributes confirmed through research conducted earlier this year among our community and reflected throughout our refreshed identity. Respondents expressed a strong preference for a brand that feels professional, serious, and timeless, reinforcing ACVS’s longstanding reputation for rigor and credibility. These insights guided every design decision, ensuring the updated identity reflects the discipline and mastery expected of board-certified veterinary surgeons.
While respondents leaned clearly toward a classic style, the research also showed audiences were evenly divided between traditional and modern, as well as between elegant and bold. This balance allowed the design team to create a logo that honors ACVS’s roots while incorporating subtle contemporary elements that communicate innovation and forward momentum.
The Logomark and Wordmark
The Aesculapius symbol—requested by the ACVS Board of Regents—was reimagined with a scalpel replacing the traditional staff, creating an icon unmistakably tied to surgical expertise. A streamlined, modern snake wraps around the scalpel, blending classic veterinary symbolism with a sense of innovation and forward movement.
The logotype reinforces this connection to surgery through sharp, intentional details. Angled cuts within the “ACVS” acronym evoke precision and reflect the many ways ACVS supports its members, from education and mentorship to credentialing and collaboration.
A clean sans-serif font underscores a modern, professional tone, with two font weights distinguishing the broader veterinary community from the surgery specialists ACVS represents.
The deep blue primary color is brought forward from the previous logo to honor the organization’s legacy. The new bright blue adds energy and signals a confident, forward-looking brand. The primary brand palette also includes maroon, which further emphasizes our heritage of veterinary care.
Our New Tagline: Specialized Surgical Training. Exceptional Animal Care.
The new tagline captures the heart of ACVS’s mission. “Specialized Surgical Training” reflects our rigorous credentialing standards, hands-on mentorship, and commitment to lifelong learning. “Exceptional Animal Care” connects that expertise to its purpose—achieving the best possible outcomes for animals. Together, the tagline reinforces ACVS’s position as the trusted leader in veterinary surgery.
ACVS Brand Attributes: What the College Stands For
Have feedback or questions regarding the new ACVS primary brand logo? Email acvs@acvs.org.
