Spondylitis Association of America Adopts New Tagline to Evolve Its Brand Identity and Be Inclusive of Related SpA Diseases


Jason Blackwell
Director, Brand Experience & Public Affairs
Spondylitis Association of America

ENCINO Calif. – Effective immediately, the Spondylitis Association of America (SAA) will evolve its brand identity with a new tagline, “Serving the Spondyloarthritis Community” to fully represent the comprehensive and inclusive scope of the organization’s mission and the community it serves.

As a patient-focused organization, SAA values and respects the needs and concerns of all members of its community. SAA partners with medical and health care experts to provide the information, resources, and tools to help its community make informed decisions about their health and manage the complications of living with spondyloarthritis, the umbrella term for a family of related rheumatic diseases.

More than 3.2 million Americans are impacted by spondyloarthritis. The vast majority of SAA’s community lives with Ankylosing Spondylitis (AS), and spondylitis has been prominently featured within its name, branding, and messaging since its founding. “Over the past 37 years, we have built a strong reputation and valuable brand equity around spondylitis,” said SAA CEO Cassie Shafer. “But to be a true family, we must evolve our identity to be inclusive of members of our community who are living with Axial Spondyloarthritis (axSpa), Non-Radiographic Spondyloarthritis (nr-axSpA), Juvenile Spondyloarthritis (JSpA), Psoriatic Arthritis (PsA), Enteropathic Arthritis (EnA), Reactive Arthritis (ReA), and peripheral spondyloarthritis,” Shafer added.

Regardless of which disease an individual may be living with, SAA believes that as a family, it is on a shared journey together with its community. As with any family, there will be differences of opinions – even on issues such as the informal usage of spondylitis versus more formal medical references to the disease. But the new tagline is a reminder and symbol of the organization’s commitment and focus on what its constituents have in common, and that their shared vision, hopes, and challenges unite them together as one community.

About the Spondylitis Association of America

Since its founding in 1983, the Spondylitis Association of America has been the leading national nonprofit that provides educational resources, connections, and the critical support that people living with spondyloarthritis need. SAA is committed to increasing awareness of the disease, providing information and support to patients and their families, and funding research to ultimately uncover a cure for the disease.

SAA has a wealth of information, educational materials, and resources for medical practitioners, the newly diagnosed, those who are seeking a proper diagnosis, and those who have already been diagnosed and living with the disease.