The International Association of Business Communicators (IABC) has unveiled a new logo at the annual IABC World Conference held in San Francisco, United States June 14-17, replacing their branding that had endured since the founding of the organisation 45 years ago.

The new logo represents the “globe” that is IABC, with the openness of the letters running over the edges of the circle representing IABC’s core values of transparency, connection, and community.

“The updated look reflects today’s strategic positioning of IABC as well as being the new face of the organisation,” said Russell Grossman ABC, FRSA, International Chair of IABC.

“It is based on a significant program of research and consultation, undertaken by an international brand taskforce. The result is a very flexible brand that communicates our unique international proposition to our members, to the global communication profession, and to the businesses and organisations we serve.”

The project began over two years ago, led by an international group of volunteers.

In partnership with Arcas Advertising, a Canadian agency that specialises in branding, advertising, communications and digital services, the team has crafted an approach that is open, accessible and professional.

“The Brand Taskforce’s research validated IABC’s diversity and international presence as a key differentiator for the association,” said Grossman.

“We have not only created a new logo here, but affirmed IABC’s approach: to identify, share and apply best practice in a world where communications is increasingly a force for good in business and society.”

The IABC’s World Conference (www.wc.iabc.com), held June 14-17 at the Marriott Marquis Hotel in San Francisco, United States. Changeover to the new brand across IABC’s global network of chapters will take place over the coming months.

Director of Communications Melissa Dark said: “The approach to brand adoption has been titled “freedom within a framework” by the brand taskforce. While chapters and IABC programs will be expected to conform to the logo guidelines, there is a significant amount of flexibility in-built to allow chapters to select colours and images that best suit their particular market and location.”,

IABC Nigeria chapter President, Mr Chido Nwakanma, added that the Nigerian chapter would unveil its new look at the upcoming 5th CEO Breakfast Forum.

•Photo shows Chido Nwakanma.