American Marketing Association Debuts Global Brand Identity, Underscores Commitment to Advancing, Informing and Connecting Marketers

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The AMA today unveiled a new brand identity and logo that reflects both the transformation of the organization and its vision for the future.

American Marketing Association Brand Launch

American Marketing Association Unveils New Brand Logo

Our new logo elegantly reflects our forward thinking orientation that sits at the critical nexus of best and next practices.

The American Marketing Association (AMA) today unveiled a 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 its 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 the AMA’s 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. “We like to say it’s only at the AMA, where Jung’s archetypes, sages and magicians meet to advance the practice of marketing” said Russ Klein, CEO of the AMA.

“Our new logo elegantly reflects our forward thinking orientation that sits at the critical nexus of best and next practices,” said Klein. “While the brand identity, tagline and logo have changed to better distinguish the AMA on a global, national, and local level, it is only the tip of the iceberg of transformation here at the AMA.”

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 their branding initiative. The new AMA quarters even sports bleacher seats in the organization’s lounge and a communal fireplace.

Leading up to the unveiling, the AMA also announced its first-ever Intellectual Agenda meant to inspire thought, research and advancement in the field. The Intellectual Agenda will serve as basis for the AMA's 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.

AMA’s new 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.

The new AMA brand plans were unveiled in late April to Chapter leaders at the 2016 AMA Leadership Summit and will first appear today on http://www.ama.org and social media. Over the next 18 months, AMA chapters will rebrand all communications supported by the AMA, including collateral, digital, content, signage, conferences and events.

The AMA partnered with Chicago-based branding agency O’Keefe, Reinhard and Paul (OKRP) to develop the company’s new brand identity.

Click here to view the new AMA logo. To watch a video about AMA’s new brand identity, visit http://bit.ly/1OAxcVU, and to download AMA’s Intellectual Agenda and learn more about the 7 Big Problems of Marketing visit http://bit.ly/1Oo5yv4.

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Lauren Russ