Our Rebrand Journey

ABOG Leadership team

OVERVIEW Our Rebrand Journey Evolving Our Identity for the Future

Loading component...

Jump to: Overview Shaping a Brand A Research-Driven Approach Preparing for Launch Next Century of Excellence

overview

Our Refreshed Brand Identity

At ABOG, our brand is more than a logo or a representation of our color palette—it is the embodiment of our purpose, our values, and the experience we deliver to each stakeholder we serve.

Our rebrand journey reflects thoughtful research, respect, consideration for our legacy, and a bold vision for ABOG’s future for certification in obstetrics and gynecology and its subspecialties.

Why We Rebranded

Our transformation began with a clear opportunity: to evolve our identity in alignment with our strategic organizational vision and our purpose as a certifying entity. This rebrand allows us to modernize, strengthen stakeholder and public perceptions, and visually portray the promise we make to advance women’s health through science and certification.

Loading component...

rebrand journey

Shaping A Brand That
Reflects Who We Are

This rebrand is not merely cosmetic. It reflects an intentional, values-based evolution that connects our visual identity with the positive, mission-driven experiences we aim to deliver every day. Branding extends far beyond communications—it is embedded in our behaviors, our interactions, and the way we serve the profession.

Loading component...

Rebrand Journey

A Research-Driven Approach

Our journey began with comprehensive year-long research consisting of focus groups and surveys designed to listen, learn, and understand.

Year-Long Research Initiative

Pillar 01

Perceptions

Understanding how we are viewed today versus how we might enhance and improve for the future — this involved collecting perception insights about ABOG from key stakeholder groups.

Pillar 02

Values

Learning from those perceptions and collaborating across teams and leadership to define the principles that authentically represent ABOG — this included facilitating working groups, multiple surveys, and structured leadership and staff discussions. Our values were solidified through this process and informed the thoughtful work required to create our new logo and tagline.

Pillar 03

Brand Asset Evaluation

Looking back at the history of ABOG to understand what brand elements carried equity and what needed modernizing — ensuring our refresh honored our legacy while moving confidently forward.

Loading component...

In Progress

Preparing for Launch

Coordinated rollout planning—including conversion of digital assets and various partner and affiliate touchpoints—has been underway to ensure a comprehensive enterprise-wide launch. Our teams are working diligently to ensure the new brand is incorporated thoughtfully and consistently across every ABOG channel. This work will continue in phases and should be completed by the end of the year.

Rollout Progress

Rollout begun Completion target: End of year

Rebrand Journey

Preparing for Launch

A coordinated, enterprise-wide rollout is underway—ensuring the new ABOG brand reaches every channel, partner, and touchpoint thoughtfully and consistently.

Phased Completion by year-end

Loading component...

Rebrand Journey

A Brand for the Next Century of Excellence

Enterprise-wide. Thoughtful. Consistent.

We want to thank our board members, staff, and all our stakeholders for their contributions to this journey. Our rebrand is part of a broader vision to strengthen our culture, enhance how we serve residents, candidates, fellows, and diplomates, and prepare ABOG for the next century of certification excellence based on science and evidence-based medicine. It represents our commitment to continuous improvement, meaningful engagement, and positive experiences.

This new identity honors our legacy while embracing a bold, innovative future—one rooted in a shared mission to serve the public and advance excellence in women's health.

Honoring our legacy. Embracing a bold, innovative future.