Washington Business Summer 2017 | Washington Business | Page 26

what’s working
A New Look
AWB launched its first major brand update in three decades this
spring. The image catches up to organization’s revitalized mission
to bring economic prosperity to all corners of Washington.
Jason Hagey
A closer look at AWB’s refreshed brand image, including the work
that led up to it and the meaning behind the new logo.
At A Glance
This spring, AWB introduced its
first major brand update in more
than three decades.
A new logo marked the end of
a rebranding process that started with
a new strategic plan and updated brand
language that emphasizes AWB’s role
as a convener that champions solutions
that will lead to economic prosperity
in all of Washington.
Additional Information:
www.awb.org/brandupdate
26 association of washington business
This spring, AWB staff members gathered in a conference room for their first glimpse
of the organization’s new logo.
In the world of branding, it’s not unusual to refresh a logo every five or 10 years.
But no one in the assembled audience that day was around in 1986, the last time AWB
adopted a new logo. A few of the staff members present weren’t born in 1986.
Ronald Reagan was president, Booth Gardner was Washington’s governor and “Top
Gun” was in theaters, AWB President Kris Johnson noted.
As Johnson led up to the big reveal, he showed a series of former AWB logos from the
1920s to today, including one with lowercase letters and a blue and black color scheme
and others showing previous names: The Association of Washington Industries and the
Federated Industries of Washington, among them.
As he spoke, Johnson reminded staff that a brand is more than a logo.
“It’s about our culture, how we operate as staff, how the board operates and leads,”
Johnson said. “It’s really the reflected message and vision of what this organization is.”
That means convening leaders to generate ideas and take action.
It means championing solutions that create successful companies.
And it means helping create an economic environment that helps Washington thrive.
Anticipation rose as staff watched a video about the rebranding. Then, finally, with an
assist from Mike Schwenk, who served as AWB board chair during a two-year period
that included adoption of a new Strategic Plan, rewriting Mission and Vision statements