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Graphic image of AAFP's new logo

Launch of New AAFP Brand

We want you to know you’re not alone. We want you to know you have a champion – someone to lobby government, negotiate with payers, befriend business, and elevate respect for and understanding of family medicine.

The AAFP has renewed its focus on advocacy for you. We will demonstrate this change by our actions and assertiveness.

Watch the "We Hear You Video."

How Will We Signal this New Approach?

We have aligned AAFP resources to engage leadership, staff, chapters, and members. We will do far more than change our look. The AAFP will insert family medicine into national health care discussions, and take bold steps to represent family physicians, gain relief for them, and earn respect from the health care environment and patients.

What the New Look Means

Sixty years after the Academy was created, our new look signals a new approach. The torch’s guiding light embodies honor, valor, and victory. The flame begins with the representation of the serpent wrapped around the torch signifying the Aesculapius staff and the symbols of healing and the renewing power of life that go with it.

A Natural Progression

1947 – The first seal for the American Academy of General Practice featured an axe, representing light, and the staff of Aesculapius encircled by a serpent. The seal was encircled by a laurel wreath symbolizing honor.
1955 – The seal received a facelift and included the introduction of the oak leaf, representing strength.
1971 – The seal was revised to reflect the Academy’s new name, the American Academy of Family Physicians.
New Brand Launch
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