I've got some beef with the NATA and their marketing peeps. I joined this organization way back in undergrad because.... well, it's the only professional organization for ATCs (and that's what I wanted to be). The idea behind a professional organization is that they represent the interests of those in the profession. We've got issues with the APTA, the NATA stands up for us. We've got issues with people not having a clue who we are or what we do, the NATA runs a campaign to try and change that. For the most part I've been happy with what has happened on the NATA side of things. Parts where I'm unhappy include: the changes to our education requirements, certification testing procedures, and now the "new" logo.
The "old" NATA logo was pretty glorious as far as I could tell. You didn't have to read all about ATCs to figure out that we were medical professionals. Instead, you could just take a quick look at our logo and figure it out (or at least that's how it came off to me). That logo is classy and classic. It doesn't look like we're stuck in 1972 with a porn star moustache. It looks as though we're an established profession with a long, respectable history. Does the AMA have to revamp it's logo to show that they're "moving in to the new millennium"? Hell no! They're the effing AMA - they're old and established and respected. If people can't figure out that they're not stuck in 1972, well then they should get a clue. This is pretty much the way I view it on the NATA side as well.
Over the past several years we've made great strides as a profession to get the recognition we deserve. ATCs have been recognized as health care professionals on numerous fronts and in turn have started working as health care professionals on numerous fronts. No more will you only find your ATCs at a college or high school. Now you find them caring for factory workers, the military, physical rehabilitation clinics and every place in between.
So, this begs the question - "why do we need a new logo to bring us in to the new millennium?" I really don't know... The "old" logo was fine, and respectable. Why have we now been reduced to cartoonish drawings and big bold fonts that jump and down and scream "look at me, look at me, I'm an obnoxious idiot moving in to the new millennium"?
The saddest part of this entire issue is that we, as a membership, voted on this new logo. The massive downside to this "democratic process" is that all of the options we were given all screamed the same ridiculous line. None of them were classy, nor were they classic. In 20 years this logo is going to look as 1972 as a porn star moustache.