A primary objective of ACVS’s strategic plan is to maximize awareness and recognition of veterinary surgery and the ACVS Diplomate credential.
To achieve this, ACVS last month launched an effort to replace the current brand with one that resonates with and is relevant and relatable to animal owners, Diplomates, residents, and other veterinary professionals.
Partnering with Illinois-based David James Group (DJG), ACVS began the project’s discovery phase to gather the information DJG needs to develop the next ACVS logo and brand identity. From mid-April through the first week of May, Diplomate representatives of College membership were invited to participate in one-on-one stakeholder interviews with DJG. Separately, a number of Diplomates and some ACVS staff participated in a comprehensive brand workshop.
A hallmark of DJG’s discovery process is its proprietary Brand Health Index survey. The brief survey assesses respondents’ perspectives on the current ACVS brand and identifies characteristics that respondents would view as desirable in a new brand. Diplomates, residents, credentialed candidates, primary care veterinarians, and industry representatives were invited to participate in the survey, which collected more than 800 responses.
ACVS will update the College community on the outcomes of the discovery phase and the creative process to develop the new brand in future issues of Cut to the Point and on the website.
