What's in a Name? Rebranding a 128-Year Old Organization

What's in a Name? Rebranding a 128-Year Old Organization

By: Jennifer J. Jones, CAE

In 2013, the American Alliance for Health, Physical Education, Recreation, and Dance reorganized itself and rebranded as SHAPE America. Here's how it developed a new identity that honored its traditions while positioning it for the future.

After the American Alliance for Health, Physical Education, Recreation, and Dance unified its five national associations and streamlined its focus and structure, we began a renaming and rebranding effort to introduce our "new" organization to members and the public. (For more on the reorganization, see the November/December 2014 issue of Associations Now, due circa December 1.) ...