AACC to ADLM Rebranding

Evolving the Identity of a Global Leader in Laboratory Medicine

For more than 70 years, the American Association for Clinical Chemistry (AACC) was a trusted name in clinical chemistry, but the scientific field had evolved, and so had the organization. As it expanded its global reach and engaged professionals across diagnostics, molecular science, and translational medicine, it needed a brand that reflected its current scope and future.

Urban Emu partnered with AACC to develop a full-scale rebrand, re-launching as the Association for Diagnostics & Laboratory Medicine (ADLM). We worked closely with leadership and board members to create the new name, logo, and visual system that retained legacy equity while embracing growth.

The updated identity centers on a vibrant red palette and an abstract molecular “dot” motif—symbolizing innovation, collaboration, and scientific diversity. Urban Emu also delivered a full suite of brand assets, templates, and a brand essence video to support internal rollout and global communications.

Results

• Successfully launched the ADLM name and brand identity to global members, including a rollout plan with iterations of the new logo to transition to the new name in stages
• Designed a scalable visual system to unify programs and publications
• Preserved key equity from the AACC identity while signaling transformation
• Developed brand guidelines, communication templates, and a launch video to align staff and partners