Introducing the New PAA Logo & Brand

By Jennifer Whyte, PAA's Communications Officer

“What do you think of the logo?”

This simple question sparked one of the first staff-wide conversations in May 2025, shortly after Dr. Bill Hanson took the helm as CEO. It was the first step of a journey to align our visual identity with our evolving mission.

The year 2026 marks the 30th anniversary of the PAA’s transition to a standalone professional association, and separation from the College of Alberta Psychologists. Over the last three decades, we have grown, adapted, and enhanced what it means to be a PAA member. As our Board and staff reflected on this milestone, it became clear that the PAA had outgrown its original identity. With a new CEO, vision, and a bold long-term plan, the time was right for a brand refresh that reflects PAA’s work in 2026 and moving forward.

"This moment represents near-perfect timing for PAA. We're at an inflection point and a moment of significant change and momentum. Right now, we can further elevate the association, distinguish psychology among Alberta’s allied health professions, and bring psychologists across the province together. The new modernized logo and brand do just that. Together, we are strengthening psychology’s collective voice, shining a spotlight on PAA, and positioning it for the future.”

—William E. Hanson, PhD, RPsych (PAA CEO)

We are proud to introduce the new PAA logo—designed intentionally for a modern, far-reaching organization.

Representing over 4,000 professionals across every stage of their careers and every corner of Alberta, our identity needed to mirror that landscape. Moving away from a simple wordmark, the new design represents the many facets of psychology, weaving together a diverse foundation of knowledge while staying deeply connected to the Alberta landscape.

More than just a graphic, this logo is a symbol of the professionalism and life-changing work our members perform daily.

What’s Next?

This visual refresh is just the foundation. We are building the future of the PAA one benefit at a time. Alongside our new brand, 2026 brings a new website and a streamlined membership management platform, ensuring we are equipped to serve you for the next 30 years and beyond.

Coming Soon:

• The Return of the PAA Annual Conference
• Enhanced Membership Benefits to add even more value to your practice.
• New Career Supports tailored for Alberta’s psychologists.