AMA Debuts Global Brand Identity

Adara Bowen
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Key Takeaways

The launch of a new brand identity represents the AMA's commitment to the marketing community.

Today the American Marketing Association (AMA) unveiled our new brand identity and logo that reflects both the transformation of the organization and its vision for the future.

Since 1937, the AMA has been the pre-eminent force in marketing for thought leadership and valued relationships across the entire marketing community. The new AMA branding reflects our position as the essential community for marketers. The new logo is simple and versatile but embodies the trend forwardness and bias toward action of the AMA community.

The primary color palette of bone white, French navy blue and black evokes intellectual gravitas, trust and power, representing our commitment to being the most relevant force and voice shaping marketing around the world.

The new mark also supports the AMA’s new brand tagline “Answers in Action,” which captures the unique fusion between scholarly research and managerial relevance found only in the AMA community. As we like to say, it’s only at the AMA where Jung’s archetypes, sages and magicians meet to advance the practice of marketing.

While the brand identity, tagline and logo have changed to better distinguish us on a global, national, and local level, it is only the tip of the iceberg of transformation here at the AMA.

You may recall, the AMA recently relocated its workplace to a 22,000 square foot open office environment with 24 public meeting spaces that include huddle rooms decorated as tributes to Don Draper, Sherlock Holmes, Merlin the Magician; all images that came out of the AMA’s customer insight work conducted at the outset of our branding initiative. Our new quarters even sports bleacher seats in the organization’s lounge and a communal fireplace.

Leading up to the unveiling, we also announced our first-ever Intellectual Agenda meant to inspire thought, research and advancement in the field. The Intellectual Agenda serves as the basis for our content and intellectual capital for academics and practicing marketers going forward. The Agenda highlights the “seven big problems” in the marketing industry and provides critical context to the challenges all marketers face.

Our brand launch also kicks-off its exclusive partnership with Equals 3, founders and developers of a cognitive intelligence tool named Lucy, which taps the artificial intelligence computing power of Watson to address common challenges across research, segmentation and media planning. AMA was selected as one of the few super users to beta test Lucy and in return, shared its extensive library of marketing content to provide users with detailed, sophisticated answers to marketing challenges in seconds.

Over the next 18 months, AMA chapters will rebrand all communications supported by the AMA, including collateral, digital, content, signage, conferences and events.

A special thanks to Chicago-based branding agency O’Keefe, Reinhard and Paul (OKRP) who developed our new brand identity.

Author Bio:

Adara Bowen
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Mark Cijo
May 19, 2016

Great job guys!! Really happy the way this is evolving.

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