Brand positioning
Where we come from
In 1958, the AO founders shared one goal. They wanted to change the world of orthopedic surgery in order to transform patient care and outcomes. What they achieved changed peoples’ lives forever.
This was how the AO began. As the AO grew, it became known worldwide as synonymous with excellence in education, innovation, and research. The AO has always been at the forefront in its fields. Now is the time for the AO to embrace a new look and feel for its brand, ensuring that it is responsive to current and future demands.
Brand positioning
What the AO stands for
The AO is all about development and growth. It is a global community of experts in a diverse range of fields, all dedicated to improving patient care.
Learning is at the core of the AO experience:
– learning to improve the way surgery is practiced
– learning how to respond better to patient needs
– learning to improve the materials, technologies, and
approaches used in surgery and post-operative care
– learning from each other and the best.
The AO as a brand also learns and develops.
Brand positioning
What guides the brand
Our brand values are based on one simple, strong statement:
Transforming Surgery—Changing Lives.
These values are at the core of the AO brand in all its visual and written expressions.
Our brand values are based on one simple, strong statement:
Transforming Surgery—Changing Lives.
These values are at the core of the AO brand in all its visual and written expressins.
Our brand values reflect the standards that are at the heart of the AO community.
When we communicate, we do so in an evidence-based way, supporting our key values of excellence and transparency, and reinforcing our trusted relationship with all our audiences.
Our open-mindedness, focus on innovation, and endless appetite for crossing frontiers mean we can continuously redefine the level of treatment, training, and knowledge development.
We work with passion and camaraderie, and are inclusive in how we build relationships.