APA Unveils New Logo at Opening Session

A new APA logo signifying the leadership of the modern psychiatrist as a physician of mind, brain, and body was unveiled at 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 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 Chief Communications Officer Jason Young and the consulting firm Porter Novelli.

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.

APA Medical Director and CEO Saul Levin, M.D., M.P.A., 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. "APA 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."

To view a video that reflects the values of modern psychiatry and their translation into the new logo, click here.