APA Rolls Out New Logo, Domain Name

July 30, 2018—Automotive Parts Associates (APA) program group began the process of transitioning the organization’s new identity across all communications platforms with a modern logo and domain name as a part of a larger rebranding strategy earlier this month.

The multi-faceted communications tactical plan is designed 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 new logo launch, 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 APA Board of Directors Technology Committee Chair, Robert Jacobs. “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 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.”