The American Academy of Dermatology was founded in 1938. It is the largest, most influential and most representative dermatology group in the United States. With a membership of more than 17,000, it represents virtually all practicing dermatologists in the United States. It also includes a quickly growing number of international dermatologists.

The AAD had a robust membership but no unified message. The idea was to take the AAD logo and turn it into a symbol of protection. As humans, our skin is our protection. Our first line of defense. The AAD “shield” protects our skin.

The tagline developed to go along with logo: “Protecting what protects you.”