New look, logo reflect expanding role of world's science communicators

The Association of Medical Illustrators (AMI) announces a new visual identity system, including an updated logo and an inspirational tagline—"illuminating the science of life." The new brand is the first significant change in AMI's look in 37 years and follows a strategic planning initiative aimed to promote the expanding role of the profession in science communications.

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Inspired by a proud past, the new modern logo conveys AMI's roots in life science, its evolving expertise, and its integrated global community. The new tagline is inclusive of all forms of visualization and broadens AMI's scope beyond medicine to molecular and biological sciences.

AMI worked in consultation with FORGE Branding to develop the brand strategy, story, and tagline. Cognition Studio developed the logo and graphic identity system. The new identity will be rolled out in stages throughout the year, starting with the redesigned website and continuing with the annual conference, AMI 2014 at Mayo Clinic, July 23-26 in Rochester, MN, and the 2014 Medical Illustration Sourcebook which will be mailed in the fall.

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"Our members produce beautifully engaging content, and now we have a branding platform that reflects the widely diverse roles our members play in scientific visualization and dissemination," said Tonya Hines, AMI President. "This new look, from logo to tagline, shifts the focus from our art expertise to our science knowledge and interdisciplinary skills. We are visual storytellers who translate and empower patients and physicians to make informed health decisions."

From its historic origins in illustration, the profession has evolved with today's technologies to include molecular and data visualization, animation, digital publishing, interactive media, mobile/web apps, imaging, health gaming, surgical simulation, and virtual reality.

The future of the profession appears bright. Works of medical illustrators and animators are everywhere, from the pages of the New York Times to Hollywood movies to the dentist's office. Just as the evolution of art brought medical illustration from the pen to the computer stylus, so too will advances in science require the inspired eye of biomedical visualizers to translate and illuminate the science of life.


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About the AMI

The Association of Medical Illustrators is a global community that promotes the power of visual media to advance scientific understanding, communication, education, and research. With more than 800 members, the AMI defines educational standards and ethical practices, provides board certification, and enhances professional development. The AMI publishes the Medical Illustration Source Book ( and the Journal of Biocommunication ( Since its founding in 1945, the AMI has sought new and better ways to clearly communicate the beauty and complexities of science.