The Healthcare Businesswomen’s Association broke out a new logo, new tagline and new programming at its annual conference in Chicago yesterday. Although the letters HBA remain, the not-for-profit’s director of marketing and communications, Carol Meerschaert told MM&M the launch is a complete rebrand that was two years in the making.

“HBA is at an inflection point. We are really proud of where we’ve been and how much we’ve grown,” she said, and noted that an evolution was necessary to allow the group to become a global organization.

The new efforts include a push to recruit young professionals, meaning women 30 and younger, “to put them in touch with senior thought leaders” and an online networking community. A program called “Webinar Wednesdays” will launch next year, though the schedule — as in, if these will be weekly or monthly — is still being determined. Meerschaert said the group will also continue the Career Conversations webinars that launched earlier this year.

Meerschaert said HBA’s emphasis on online outreach is essential for connecting women who are not near any of the group’s 15 chapters.

New programming is not limited to new recruits, and the 35-year-old organization has also created programs for executives. “We don’t want them to be lonely at the top,” Meerschaert joked.

She said the overall goal is to be able to be a more robust resource for its membership, which includes women who are new to the field, ones who are happy with their current careers and those who have made it into senior positions.

San Francisco agency Giant donated group’s new logo, which Meerschaert described as “almost a set of gears” made up of individual pie pieces. She said the logo and its colors convey the group’s diversity and that women, working together “puts things in motion,” an effort which will also help HBA further its mission. Cognizant provided research for the new programming.

The three-part tagline that goes along with the three-gear logo is “Connect Share Grow.” Meerschaert said reaction to the new look and programs was enthusiastic.

“People are so excited to see where the HBA is going” she said.