New APA Logo Unifies Image of Psychiatry

A new APA logo signifying the leadership of the modern psychiatrist as a physician of mind, brain, and body was unveiled last month during the Opening Session of APA’s 2015 annual meeting in Toronto.

The logo depicts the ancient serpent entwined–Rod of Asclepius—wielded in Greek mythology by the god Asclepius and associated with medicine and healing—superimposed over the image of two hemispheres of a human brain. The trademarked logo appears next to the words “American Psychiatric Association,” with the word “Psychiatric” in bold type; the tagline “Medical leadership for mind, brain and body” appears below the logo.

The new logo graphically updates the image of psychiatry to express its expertise in biopsychosocial and integrated care in treating mind, brain, and body and provides a unifying “brand” to the Association by appearing on all of APA’s products.

The logo and rebranding were approved by APA’s Board of Trustees at its March meeting at the recommendation of APA CEO and Medical Director Saul Levin, M.D., M.P.A., and APA Chief Communications Officer Jason Young.

At that meeting, Young told Trustees that many of APA’s departments, programs, and publications were using their own logos rather than the Benjamin Rush seal, which has served as APA’s de facto logo since 1921. The result has been a jumble of unrelated graphics that have led to confusion among members and the public about the identity of APA products and its advocacy achievements, he said.

The seal features the profile of Benjamin Rush, M.D., who is considered the father of American psychiatry and was a signer of the Declaration of Independence. The seal will continue to be used for ceremonial purposes and some internal documents.

To help the APA administration, district branches, and state associations adopt the new logo and the related material that support it (such as a color palette and type fonts), APA’s Office of Corporate Communications and Public Affairs has produced the document “APA Brand Guidelines.” The preface outlines the purpose of the new branding: “It’s an exciting time for our organization as we shape the future of mental health treatment. This means a change in our priorities as well as our visual brand. The American Psychiatric Association is leading the charge for better treatments, more acceptance, and stronger policies to improve the lives of those with mental illness.”

“This guide contains everything you need to understand and use our brand system. By consistently adhering to our brand architecture, you will strengthen our collective presence and thus the cause.”

Levin said the new branding will help to present a cohesive, consistent image of APA and psychiatry to members and the public. “I am confident the logo and rebranding will be a valuable service to our district branches and individual members by providing a unifying image for all of APA’s products,” Levin told Psychiatric News. “The APA Board of Trustees and leadership deliberated carefully with our consultants to come up with an image and tagline that convey to patients, families, and the wider public the expertise of the contemporary psychiatrist as a physician and healer of mind, brain, and body.” ■