Setting a standard of excellence since 1970, the International Association of Business Communicators (IABC) is a vibrant global membership association headquartered in San Francisco, California – with a network of 12,000 members in more than 80 countries, representing many Global Fortune 500 companies.

IABC serves professionals in the field of business communication, bringing together the profession’s collective disciplines while also enabling a global network of communicators working in diverse industries and disciplines to identify, share and apply the world’s best communication practices.

Our team at Arcas Advertising won the IABC Brand Redesign contract in a global competition and was assigned to develop the new logo and brand identity guidelines to reflect the new, aspirational direction and needs of the organization.

The Challenge

Research revealed that the IABC organization brand had become unfocussed and lacked a clearly defined brand platform and value proposition. The logo/brand identity had also become dated, was perceived as old-fashioned and required a creative platform that could work across all 100+ global chapters. The new identity also had to be designed within aspirations of adoption by all global chapters and their supporting agencies.

The Thinking

An evaluation of the health and strength of the IABC brand through the research included an assessment that key IABC brand assets – logo, identity guidelines, etc – needed to meet a ‘freedom within a framework’ criteria, where some level of local chapter customization could be created for all the geographically and culturally diverse global chapters.

The new identity also had to ensure alignment to organization’s strategic direction as developed and implemented by a globally diverse Brand Task Force panel.

Arcas developed a logo that was circular in shape to reflect the earth and global structure/universal scope of the brand, had a dynamic typography application of the IABC acronym within the circle and was based on utmost simplicity to be able to reflect the brand consistently in all countries where the organization has chapters.

The symbol and identity also achieved ‘freedom within a framework’ objectives by implementing a wide and varied colour palette where chapters could essentially choose any colour they preferred.  The logo design also allowed for the application of geographical or cultural imagery within the circular logo to further reflect and communicate unique aspects of the individualized chapters.

Our team developed the core elements of a creative platform and a complete visual identity guideline that encompassed logo usage, colour, typography and design applications for print, web, social media, promotional items and various marketing collateral.

The Result

The new identity was met with well over 95% positive feedback and enthusiastic approval at key IABC global leadership forums, as well reaching an 80%+ adoption rate by chapters across the planet in the first year of implementation.

The new identity was officially launched and showcased at IABC’s World Conference 2015 in San Francisco, CA in June, 2015 to over 1,200 global delegates.

Visit this link www.iabc.com/membership/about-iabcs-brand for more information on the new IABC identity.