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Need to connect spurs makeovers

Groups adopt new identities in 2017 to convey missions to target audiences


Oct. 6, 2017
By Walt Williams

What’s in a name? The answer for the Generic Pharmaceutical Association was a description of the industry, but not necessarily expressive of what members provided customers. So the group’s board of directors decided it was time for a transformation.

GPhA announced in February it had rebranded as the Association for Accessible Medicines. Unveiling the new identity was the culmination of a process more than a year in the making—one in which the group had to weigh just tweaking its existing brand against a total reinvention.