The Audit Bureau of Circulations (ABC) has had the same identity for 98 years, but today that’s changing. The ABC is now called the Alliance for Audited Media (AAM), in an effort to “more accurately portray its evolving leadership in media verification,” according to the organization.

“The ABC brand has served our organization and our industry well for nearly 100 years, but this represents much more than a name change,” said Michael Lavery, president and managing director of the AAM. “With advancements in the media industry and the progress our organization has made in developing new digital audit services and cross-media expertise, we felt it was time to refresh our brand to better reflect our strategic role in the new world of media.”

Along with the name change, the AAM has a new logo and revamped sites in the United States and Canada.