AAVMC revamps brand with new name

dvm360 Staff
dvm360, dvm360 June 2021, Volume 56,

The new name reflects the associations' evolving role as an international organization.

The Association of American Veterinary Medical Colleges (AAVMC) subtly changed its name last month to the American Association of Veterinary Medical Colleges, to better reflect its role as an international organization.

The new name became official on April 9, 2021, and on April 12, 2021, the AAVMC began the process of updating signage, collateral materials, communication product mastheads, social media platforms, etc.

Though the modification appears faint, the new name now recognizes that international members are part of an American-based association, linked by a common accreditation system. The former monicker identified the colleges as American-based.

“Our international members told us that they wanted us to retain the word ‘American,’ indicating their association with the American accreditation system,” said Andrew T. Maccabe, DVM, AAVMC chief executive officer, in an association release. “Because of that preference, the term ‘international’ was not included in the new name, even though institutions from throughout the world are eligible to qualify for membership.”

According to the release, AAVMC leaders have been circling around the idea of a name change ever since international veterinary colleges and schools became eligible for accreditation by the Council on Education (COE)—ergo qualifying for AAVMC membership.

Currently, 22 out of the 55 COE-accredited schools are outside of the US— 12 AAVMC collaborative and provisional members are not yet COE-accredited.

The new name still preserves the original acronym and graphic appearance, "which has earned strong brand recognition among internal and external stakeholders," it says in the release.

The process of implementing the new name is expected to take several months.

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