Automotive Parts Associates completes first phase of rebranding

by | Jul 2, 2018 | 0 comments

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.

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 website to the new URL,

“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.”

As a part of the “Allies for Success” key focus for 2018, Automotive Parts Associates is working to provide members with opportunities to connect with each other and with valuable suppliers. The main component of the second phase is an all new state-of-the-art and user-friendly website designed with new features to help APA shareholders and manufacturers grow their businesses individually and as partners.

“Designed with longevity and industry relevance in mind, the neutral colors and modern styling give the contemporary mark flexibility for use on a variety of media by using either the primary lockup version of the logo or as the stand-alone ‘APA triangle.’ The logo launch and migration of to the new domain is an exciting start for APA’s rebranding initiatives, and I’m looking forward to launching the new website full of beneficial features for all users very soon,” noted Sara Griewing, Automotive Parts Associates Marketing Manager.

Automotive Parts Associates, Inc. is a member-owned cooperative made up of over 70 shareholders of independent auto parts distributors with 400+ warehouse and company store locations throughout North America. For more information about APA or about membership opportunities, visit


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