Elevating to new heights.
Forty-five years is a long time for an organization to go without a rebrand. But that was exactly the position AAGL (American Association of Gynecologic Laparoscopists) found itself in. And that’s why they came to us — to help usher in a new era for the organization.

The task seemed simple enough: create a logo that the board of directors could champion and that members would openly embrace. The biggest trick became figuring out how we could visually communicate Gynecology tastefully. So we looked at several symbols for the female form before settling on the downward pointing triangle motif — a symbol alluding to the female reproductive system.

Next up was figuring how we would visually convey surgery. We knew we wanted to communicate precision and expertise, which is why we honed in on a surgical knot. But rather than take away from the iconic nature of the triangle, we weaved the knot into the logotype itself. The two As form the starting hatchwork of the knot while the G carries it through to the completion of the L.

The results were a clean logo that not only modernizes the organization but further elevates the brand.