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MDA Undergoes Rebranding

Following months of research and design, implementation is now under way of an MDA rebrand, with a new logo for the Michigan Dental Association and its affiliates including MDA Insurance, MDA Services, the MDA Foundation and MDA Dental PAC.

The new logos for each entity appear below. Each MDA unit features its own primary color. The new logo graphic, common to all, illustrates a “wave,” representing Michigan’s Great Lakes heritage, as well as a small circle above, representing the association’s focal point — its members. The tagline, “Your Connection to Oral Health,” positions the MDA as the primary source for oral health information in the state of Michigan — for professionals, for legislators, and for the public at large.

Check out the video below explaining the new brand identity:


“Our new logo represents today’s MDA, reflecting core attributes such as ‘helpful,’ ‘trusted,’ ‘professional,’ and ‘approachable’ — attributes that research shows both consumers and members share when they think of the MDA,” said Karen Burgess, MDA CEO/executive director.

Burgess said the new logos are only part of an overall rebrand that will give a new look and feel to the entire MDA, including the MDA Journal, eNews, website, all printed materials, Annual Session and other touchpoints.

“We are a Michigan-based, humanistic, people-centered organization serving our members and the public,” Burgess said. “The new brand identity better reflects today’s MDA — what we are and what we strive to be.”

The MDA adopted its soon-to-be-replaced logo in 1994. That design was modeled after a similar graphic from the California Dental Association and was designed as a corporate mark to identify the newly created MDA Insurance & Financial Group and MDA Services Group subsidiaries as part of the MDA organization. However, research conducted by the MDA this year showed that after more than 20 years of use, most stakeholders viewed it as “impersonal,” “out of touch,” and “outdated.”

The MDA Board of Trustees approved the new logo/branding concept at its June 2016 meeting, then formally adopted new logo standards in July.

October’s Journal and Journal eNews will reflect the new MDA brand, as will the MDA family of websites. Also, the MDA professional website will migrate to a new address — www.michigandental.org.