The American Veterinary Medical Association (AVMA), a leading voice for the veterinary profession, is embarking on a rebranding journey, set to replace its current insignia. This symbol, familiar across publications, awards, and office buildings since 1971, is poised for an update, signaling the AVMA’s forward-thinking approach while honoring its rich history. While the specifics of the new design are eagerly anticipated, it’s expected to retain the core elements of the current logo, notably the Aesculapian staff intertwined with a superimposed “V,” a potent emblem deeply associated with the Doctor Of Veterinary Medicine Symbol.
According to AVMA CEO Dr. Ron DeHaven, this logo modernization is not merely cosmetic. “As much as we value and take pride in our past, we need to be forward-thinking and focused; the new logo will help us to do that—and to convey this to our members,” he stated in JAVMA News. This change underscores the AVMA’s commitment to evolving and adapting to maintain its relevance and value for its members in a dynamic world. The new visual identity aims to communicate this evolution, projecting a contemporary look and feel that resonates with the progressing field of veterinary medicine.
Delving into the historical context of the doctor of veterinary medicine symbol within the AVMA reveals a fascinating evolution. The very first logo, adopted in 1863 by the United States Veterinary Medical Association (the AVMA’s original name), featured Chiron, a centaur from Greek mythology renowned for his wisdom and healing abilities. Chiron, son of Apollo and mentor to Aesculapius, was depicted holding a scroll, standing above the Latin phrase “non nobis solum,” meaning “not for us alone.” This initial symbol reflected the nascent stages of organized veterinary medicine in the United States, emphasizing knowledge, learning, and a selfless dedication to service.
However, in the early 1920s, the AVMA transitioned to a different symbol – the caduceus. This emblem, a staff with wings at the top and two snakes coiled around it, is often mistakenly associated with medicine. In actuality, the caduceus is the symbol of Hermes, the Greek god of commerce, messengers, and trickery. While perhaps intended to convey diplomacy or communication, its association with commerce was deemed inappropriate for a professional medical association. Dr. Joseph Arburua, despite initially supporting the caduceus, recognized this discrepancy and dedicated 38 years to advocating for its replacement as the AVMA’s insignia.
Finally, in June 1970, the AVMA House of Delegates voted to adopt the Aesculapian staff, the symbol we recognize today. The current logo, featuring the staff of Aesculapius—the Greek god of healing and medicine—with a superimposed “V” for veterinary, first appeared on the January 1, 1971, issue of JAVMA. This shift rectified the symbolic mismatch of the caduceus and firmly aligned the AVMA insignia with the core values of healing and medicine, directly representing the doctor of veterinary medicine symbol in a clear and unambiguous manner. The upcoming logo redesign is anticipated to build upon this established foundation, refining the doctor of veterinary medicine symbol for a modern era while respecting the AVMA’s enduring legacy. The investment of up to $80,000 for design and $98,000 for implementation reflects the significance the AVMA places on this visual representation of the veterinary profession.
