American Heart Association
Heartfelt impact
The American Heart Association is a national volunteer health agency whose mission today is to reduce disability and death from cardiovascular diseases and stroke.
Challenges
The American Heart Association’s board was concerned that its name and logo might be limiting as the organization’s efforts now encompassed stroke as well as heart disease. Additionally, marketing communications lacked impact and seemed to call for a stronger, more memorable presentation
Actions
Initiated research to determine awareness and impact of the American Heart Association name and logo
Kept well-known, highly regarded name
Maintained, but visually strengthened heart and torch logo
Supplemented logo with descriptive tagline, “Fighting Heart Disease and Stroke”
Encouraged consistency with an integrated visual system for all communications