America's Health Insurance Plans will go simply by its acronym AHIP under a rebranding announced Tuesday.

AHIP is a $69 million-revenue association representing the health insurance industry. The group's shorter name is part of a larger overhaul of its look, with AHIP also debuting a new logo, mission statement and tagline: "Guiding Greater Health."

"After a year filled with unprecedented challenges and loss, and at a time when reliable health coverage has never been more important, AHIP is aligning our brand with our mission, our work and the communities we serve," AHIP CEO Matt Eyles said in a statement.

"Today, we're not just changing how we describe our work, but how people think about the role of health insurance providers in their lives, from making coverage and care more affordable to breaking down barriers to good health," he added.

AHIP was formed in 2003 by the merger of the Health Insurance Association of America and the American Association of Health Plans, making this the association's first brand change in nearly two decades, the group said.

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