At its 2023 Congress event in Nashville, Tenn., in November, the American Association for Respiratory Care (AARC) provided further details about its new brand reveal.
In a Nov. 16 news announcement, the AARC said, “For over 75 years, the American Association for Respiratory Care has progressed [and] has served as a guiding force, adapting to the changing tides of technology, training, and professional scope.
“Today, as the need for advanced respiratory care reaches a pivotal moment, we recognize the imperative to transform alongside it. Respiratory therapists deserve an association that not only adapts, but thrives in the current environment — an association that looks, feels and responds to the current environment and serves as an ally and guide.”
The rebranding initiative “represents a strategic evolution designed to signal our commitment to modernization and improvement for the future — a commitment rooted in our enduring legacy and driven by our 2005 strategic plan.”
New Web Site to Be Revealed Soon
The new branding will include a new logo, as well as a redesigned Web site and a video called, “AARC Purpose and Promise.” AARC’s new tagline is “Those helping the world breathe,” which the association called “a bold declaration of the impact and significance of respiratory therapy worldwide.”
“Our rebrand isn’t merely about a logo and tagline,” AARC said. “It’s a cultural shift, an evolution towards an association that is inclusive, clear, and consistent. It’s a strategic endeavor to better represent the respiratory therapy profession to legislators, healthcare stakeholders, the public, and future professionals.”
The new Web site, AARC added, “will offer our members a seamless blend of resources, education, and community, all within a beautifully designed and user-friendly interface.” The new site is scheduled to debut later this month.
The rebranding will continue over the following nine to 12 months, the association said, adding, “AARC’s commitment to advancing the respiratory care profession remains steadfast, with a host of advancements on the horizon. Join us as we embark on this transformative journey — one that elevates respiratory therapy to new heights and reaffirms its indispensable role in the world.”