The new brand reflects the trade group's focus on the multichannel marketing industry.
AIM will be dedicating its efforts to helping traditional marketers explore interactive opportunities in wireless, teleservices and multichannel marketing.
The association also launched a new Web site, at www.imarketing.org, which features news, white papers, surveys, event news and other information for members.
AIM was originally founded as the Interactive Television Association in 1993 and rebranded itself as the Association for Interactive Media in 1996. The new brand image represents a progression to further align AIM's interests with those of traditional marketers and The DMA, the group said.