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New Logo for American Marketing Association by OKRP
 

before

after

Noted May. 23, 2016 by Armin

Industry / Media Tags /

About

“The American Marketing Association (AMA) was established in 1937 by visionaries in marketing and academia. Today, the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe. As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics. We are counted on as the most credible marketing resource where our members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections.”

Design by

OKRP (Chicago, IL)

Related links

AMA blog post

Relevant quote
The new AMA branding reflects our 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 our commitment to being the most relevant force and voice shaping marketing around the world.

AMA blog post

Images (opinion after)
New Logo for American Marketing Association by OKRP
Monogram detail.
Introduction video; a bit long, not a lot of application; some sort of payoff from the 1:25 mark forward.
Opinion

If Avant Garde ligatures are your thing, then the old logo was a rare, almost-good-use of them in the organization's name. The "AMA" monogram was kind of funky and almost more appropriate for, like, a human genome experiment. But somewhere in there were two "A"s and one "M". The new logo is clearer as long as it's accompanied by the full name or assuming you are familiar with the organization. The "AMA" monogram on its now could easily be read as just "AM". It's not an inspiring logo but it's a modest, more graphic evolution. In application this could be interesting but, judging from the video below, it might not. As a concept, the "greater than" symbol is well played out in general but it might hold some value in regards to "marketing" as the sum being greater than the parts or some other motivational thing like that.

Thanks to Kevin L. Davis for the tip.

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Brand New, is a division of UnderConsideration, displaying opinions, and focusing solely, on corporate and brand identity work. More…

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