Experience the Evolution: AARC’s Brand Reveal

 Published: November 16, 2023

By: Mara Gillispie



Dan Garret, Executive Director of the American Association for Respiratory Care (AARC), took the stage at the Congress event to reveal the association’s highly anticipated brand reveal. His address encapsulated the essence of AARC’s commitment to innovation in respiratory care. This article delves into Garret’s presentation of the rebrand initiative, highlighting the association’s dedication to shaping the future of the profession. 

For over 75 years, the American Association for Respiratory Care has progressed, AARC has served as a guiding force, adapting to the changing tides of technology, training, and professional scope. 

Today, as the need for advanced respiratory care reaches a pivotal moment, we recognize the imperative to transform alongside it. Respiratory therapists deserve an association that not only adapts but thrives in the current environment – an association that looks, feels and responds to the current environment and serves as an ally and guide.  

AARC’s rebranding initiative represents a strategic evolution designed to signal our commitment to modernization and improvement for the future—a commitment rooted in our enduring legacy and driven by our 2005 strategic plan. 

The journey toward this transformative phase wasn’t a solitary endeavor. Through an exhaustive process led by a dedicated core team comprising both members and staff, coupled with collaboration with an esteemed agency specializing in association and non-profit branding, AARC underwent a thorough discovery phase. Months of surveys, audits, workshops, and interviews culminated in a profound understanding of our community’s needs and aspirations. 

The result? A new brand framework meticulously crafted through countless development meetings, design proposals, and presentations—a framework that encapsulates the essence of our purpose, our promise, and our collective strength as a community devoted to respiratory wellness. 

Central to this unveiling are two compelling videos: the first encapsulates the new AARC Purpose and Promise, while the second offers a tantalizing sneak peek into the redesigned website set to launch later this month. 

AARC Purpose and Promise Video

We hope that the video conveys our new logo as not just symbolic of lungs but also as a representation of breathing and event more so, the unity and community among our diverse membership. Complementing this symbol is our new tagline: “Those helping the world breathe.” It’s a bold declaration of the impact and significance of respiratory therapy worldwide. 

But our rebrand isn’t merely about a logo and tagline—it’s a cultural shift, an evolution towards an association that is inclusive, clear, and consistent. It’s a strategic endeavor to better represent the respiratory therapy profession to legislators, healthcare stakeholders, the public, and future professionals. 

The new website, slated for launch later this month, serves as a testament to this evolution. It will offer our members a seamless blend of resources, education, and community, all within a beautifully designed and user-friendly interface. 

Website Fly Through Video

The brand reveal and website redesign are just the beginning. We will implement and transition to the new brand over the next 9 to 12 months. AARC’s commitment to advancing the respiratory care profession remains steadfast, with a host of advancements on the horizon. Join us as we embark on this transformative journey—one that elevates respiratory therapy to new heights and reaffirms its indispensable role in the world. 

Breathe with us as we embrace the future of respiratory care. 

Email newsroom@aarc.org with questions or comments, we’d love to hear from you.

Mara Gillispie

Mara Gillispie is the Content Manager for the AARC where she creates engaging content for the association via the AARC website, newsletters, and videos. Connect with her about potential stories by email, website, or LinkedIn. When she’s not working, you can find her hanging out with her dog Kya, playing softball or volleyball, watching friends, and attending Dallas sports events.

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