The new brand represents the “globe” that is IABC, the openness of the letters running over the edges of the circle representing values of transparency, connection and community that IABC holds dear.
“The new brand reflects today’s strategic positioning of IABC as well as being the face of the organization,” said Russell Grossman ABC FRSA, International Chair of IABC. “It is based on a significant program of research and consultation undertaken by a volunteer brand taskforce over the past two years to ensure we launched a holistic brand that communicates our unique value proposition to both members and non-members.”
The project began over two years ago with the formation of a volunteer brand taskforce. With the help of Arcas Advertising, a Canadian agency that specializes in branding, advertising, identity, communications and digital services, the team was able to craft a strategy that is open, accessible and professional.
“The brand taskforce’s research validated that IABC’s diversity and international presence is a key differentiator for the association,” said Grossman.
The new brand was officially launched at the June 2015 IABC World Conference. Changeover to the new brand across IABC’s global network of chapters will take place over the coming months.