Washington Business Summer 2017 | Washington Business | Page 12

from the chair
A Nod to the Past, an Eye on the Future
Wendy Sancewich
What were you doing in 1986? At AWB, Walter C.
Howe was board chair, Don Brunell had just joined the
staff and the association introduced a brand-new logo.
Today, three decades later, I am board chair, Kris John-
son is president and AWB launched its first major brand
update since it adopted the familiar blue square in 1986.
I know a little about rebranding as my company, RSM,
just went through the same process in October 2015. It
isn’t easy and it takes far more time than you think,
before, during and after the roll-out.
That’s because a brand is your company’s public face
and it tells a story. Like RSM, which is a global leader
in its area of expertise, AWB is recognized as the state’s
oldest and largest business advocate.
Not only did the new logo need to reflect that, but
you’ll notice many other updates throughout the year
that will show the outside world — our members, elected
12 association of washington business
leaders and the public — that we’re looking to the future
while not shying away from the past.
The most visible change is the new logo. AWB staff
and the member-driven rebranding committee worked
with Spokane-based public relations, advertising and
branding agency DH (see page 46), to freshen the look.
The blue rectangle was replaced with a fresh, modern
logo that includes a new typeface, new colors and an
emblem that symbolizes the coming together of diverse
industries and people. The emblem in the logo is also
much like an asterisk — a feature that indicates some-
thing at its optimum level. The break in the “W” is an
intentional feature to stylize the look for AWB.
You’ll also notice this edition of the magazine has
undergone some revamping to reflect the new color pal-
ette and stylized look of the logo.
Along with letterhead, business cards and the myriad
collateral materials AWB utilizes, you’ll see one rather
large update at AWB — a remodeling of the lobby area
and large and small conference rooms.
I know, everyone will miss the warm wood paneling
and the 1960’s drapery, but the entry area and prime
meeting space are the “first impression” areas. What you
see when you walk in, much like a logo, speaks to where
you are and where you’re going.
The large conference room and the reception area will
be modernized and reconfigured to accommodate guests
and the new, full color logo will be front and center.
If you’re wondering about the cement “AWB” sign in
the parking lot, well, that will be updated as well.
It has truly been an exciting time this past few years.
And, it has been a privilege to be the board chair through
this final brand transition.
The rebranding rollout represents the culmination
of a very long process and, from my perspective, that
process has been run with great leadership.
When we reach the Policy Summit in September, the
new branding will be on full display, my year as board
chair will be completed and I will pass the leadership
baton to my friend and board Vice Chair Michael Senske.
We’re all excited to see what’s next for AWB.