Automotive Parts Associates (APA) recently unveiled a new logo and domain name as part of a larger rebranding strategy.
Through the multi-faceted communications plan, APA said it aims to differentiate and establish the nonprofit cooperative’s branding and identity as a separate entity – rather than using the Professionals’ Choice Auto Parts private-label brand to represent the organization as a whole.
In addition to the launch of the new logo, APA also began redirecting visitors from the professionalschoice.com website to the new URL, www.APA.parts.
“A logo is the most recognizable part of an organization and changing it is a big decision for any company,” said Robert Jacobs, chair of the APA board of directors’ Technology Committee. “However, APA needed a new logo and website domain name to communicate who we really are for both our supplier-partners and shareholders alike, rather than using the Professionals’ Choice Auto Parts brand name to represent our group. We are pleased that our new marketing manager has the expertise from her background in both graphic design and marketing communications to create and execute such a bold strategy for us internally.”
As a part of the “Allies for Success” key focus for 2018, Automotive Parts Associates is working to provide members with opportunities to connect with each other and with valuable suppliers. The main component of the second phase is an all-new user-friendly website designed with new features to help APA shareholders and manufacturers grow their businesses individually and as partners, according to the program group.
“Designed with longevity and industry relevance in mind, the neutral colors and modern styling give the contemporary mark flexibility for use on a variety of media by using either the primary lockup version of the logo or as the stand-alone ‘APA triangle,’” noted Sara Griewing, marketing manager for Automotive Parts Associates. “The logo launch and migration of www.professionalschoice.com to the new domain www.apa.parts is an exciting start for APA’s rebranding initiatives, and I’m looking forward to launching the new website full of beneficial features for all users very soon.”
