Associations must continually consider how and when to evolve their brand identity, especially as they approach a major milestone. The longer an organization’s visual identity remains unchanged, the more weight it carries. While there is something to be said for consistency, staying static can mean falling behind and connecting less with members. 

The American College of Obstetricians & Gynecologists recently confronted this challenge head-on. After nearly 75 years with largely the same visual identity, the organization unveiled a comprehensive rebrand in September, complete with a new logo, tagline (“Purpose Driven. Patient Focused.”) and a renamed patient education website, Every Stage Health. 

The decision to rebrand wasn’t made lightly. For ACOG Vice President of Marketing and Communications Denielle Nall and her team, the timing aligned with a broader organizational reality: The association had grown to more than 62,000 members, the profession had transformed, and communication methods had evolved dramatically since the organization’s founding. 

“Over the decades, the needs of our members, their patients and the profession have evolved, our membership has grown, and the ways we communicate have transformed,” Nall explained. “It was time for our brand to evolve, too.” 

Starting With Data, Not Assumptions 

One of ACOG’s most critical decisions came at the project’s outset, when they decided to ground the rebrand in member feedback rather than long-held beliefs or internal assumptions. The organization conducted an all-member brand survey in fall 2023 that revealed both strengths and gaps in how members connected with the organization. 

“Most associations have extensive member data; however, unless you have recently done a brand study, you may be surprised at how your members view the organization,” Nall said. “Each stakeholder group has different priorities, pain points, and feelings. It was surprising to us how emotionally connected some members were to the brand, and not just the logo. They care about the words, the framing, and the ability to see themselves in the narrative.” 

That emotional connection is particularly important for long-standing associations. A logo that has represented an organization for decades becomes more than just an image—it carries meaning, memories, and professional identity for members who have built their careers alongside it. 

Securing Buy-In From the Top 

The research findings became essential for building executive support, which Nall identified as critical to the project’s success. ACOG’s process started nearly three years ago with board and executive-level conversations. 

“For 75 years, the visual branding (logo) has been woven throughout the work of the organization and was a foundational component for many of our leaders and members,” Nall said. “It was important to establish a narrative that was based on member data.” 

The marketing team provided detailed updates and timelines to the board and executive leadership at regular intervals for nearly two years. Major milestones included robust discussions, feedback sessions, and collaborative decision-making on both brand strategy and visual representation. 

This timeline highlights an important reality: Comprehensive rebrands aren’t quick projects. Organizations should expect significant lead time for research, development, approval processes, and implementation planning. 

Balancing Legacy and Change 

ACOG’s approach to honoring its legacy while embracing change offers a roadmap for other established associations. The association worked with a vendor partner through an extensive research and discovery phase that included stakeholder interviews, member surveys, focus groups, reviews of existing materials, and brand strategy retreats. 

This process helped identify the values of ACOG’s community, its mission, and members’ commitment to patient care—all of which needed to be preserved. With the organization’s 75th anniversary approaching in 2026, the rebrand serves as a bridge between past and future. 

Nall was candid about where ACOG’s process could have been smoother. Her advice for other associations is to take time to understand all components of an organizational rebrand before issuing requests for proposals. The more detailed the scope, the fewer surprises during implementation. 

“I’d encourage anyone considering this process to take the time in developing the RFP to make sure that you are inclusive of all that goes into a rebrand—such as trademarking responsibility and cost and adjacent campaign expenses—and to make sure there is wiggle room for contingencies,” she said.

Managing the Launch 

Despite careful planning, the anxiety around the launch of any new product or brand is real, but Nall said the response from ACOG’s members and partners exceeded expectations. While some members expressed disappointment about the change, the overall reception was extremely positive. 

Success came from building change management into launch planning and equipping staff, leadership, and member ambassadors with strong narratives explaining the reasoning behind the rebrand. 

“Don’t overlook your staff in the launch planning and rollout,” Nall advised. “They are your best brand ambassadors. Get them excited, comfortable with the new materials, and build excitement through celebrations and, of course, new swag.” 

The Work Continues 

For ACOG, the rebrand launch earlier this fall was both an ending and a beginning.  

Years of work culminated in one day of extensive messaging and platform updates, followed immediately by business as usual—with ongoing integration of new messaging across all materials, products, and member touchpoints. 

The organization has a full year of communications and engagement campaigns planned to optimize the new brand. 

The lesson for other associations: Rebranding isn’t a one-time event but an extended process that requires sustained attention and resources well beyond launch day. For organizations willing to invest the time and effort, the payoff is a refreshed identity that honors the past while positioning the association for its next chapter of growth and impact.