The Advertising Association seeks to articulate its role through updated brand identity
The Advertising Association (AA) has engaged brand consultancy The Partners for a rebrand that articulates its role.
Tasked to develop a clear brand proposition - namely promoting the role, rights and responsibilities of advertising and its impact on individuals, the economy and society - The Partners new visual identity is designed to express the AA’s role of promotion and align all of its assets across various touch points.
With an aim to ensure strong brand ownership and recognition a refreshed logo is central to the new identity.
In the logo a bolder outer ‘A’ communicates the strength and power of the association, with an inner ‘A’ representing members of The Advertising Association.
A series of 3D A’s communicate a range of more specific messages, with each reflecting a different theme, for example example a gold ingot communicates value and a plant demonstrates growth.
Jim Prior, chief executive, The Partners, commented: “The Advertising Association is a fundamental and essential part of the business of advertising. To do its job properly it deserves a proposition and identity every bit as powerful and creative as the industry it represents. It has been our great pleasure to help them achieve this.”
Tim Lefroy, chief executive of the AA added that it was “the definition of a touch brief” and added that the work from The Partners has been “universally applauded”.
In addition to the logo, The Partners has also developed a full brand identity system covering colour, imagery and typography guidelines. A new website has also been built and is due to launch this week.