One AMA Brand Takes Hold

​​​​By: Megan Backes
AMA Community Experience Director

The momentous journey to unify the AMA community behind one brand is well underway.  AMA professional chapters recently finished launching the new brand in cities across North America, while hundreds of collegiate chapters are in the midst of the transition. Congratulations to those collegiate chapters that have already accurately adopted the new brand, such as AMA Robert Morris University, AMA St. John Fisher College and AMA University of South Florida.

As chapters continue local implementation of the new AMA brand before the April 30, 2018 deadline, we’ve outlined here some common brand rollout mistakes to avoid.

It’s important for chapter logos to incorporate correct naming conventions, fonts and design layouts.  Logos should include the full chapter or university name (no abbreviations) in Gotham Rounded Bold font in sentence case with a tracking of -10.  These logo templates can be used to easily create chapter logos that meet AMA brand standards.  More details, including examples of various logo lock-up designs, can be found on page 11 of the AMA Brand Style Guide​.  

Social media is another area where achieving brand harmony is important.  All chapter social media profile images should use the main AMA logo mark in one of eight approved brand color options. The profile image should not include the chapter name, patterns or images.  These chapter examples on Facebook, Twitter, Instagram, YouTube and LinkedIn show some of the profile image options available.  More details can be found on page 12 of the AMA Brand Style Guide​.

In addition to always following AMA brand guidelines closely when implementing the new brand, chapter leaders are also encouraged to take advantage of the many resources available on and send brand-related inquiries to the AMA Support Center at​.


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