INDESIGN. . . . . . . . . . . . . . . . . . . . . . .f e a t u r e<strong>ASID</strong> ReBrandedGrant Preisser, <strong>ASID</strong>ProfessionalMemberAlliedMemberIndustryPartnerMemberStudentMemberInterior design is an image driven industry.Clients want their design to reflect whothey are and what they are about. Theywant it tailored in every way possible tohelp reinforce the goals of their project.Likewise <strong>ASID</strong> takes its image very seriously,and is constantly striving to refinetheir message and support their missionof enriching its members by promotingthe value of interior design, while providingindispensable knowledge and experiencesthat build relationships.It is the relationship part of this mission thathas driven <strong>ASID</strong>’s brand evolution. Theyhave expanded the graphic nature of thebrand to target the various audiences andmarkets with whom they interact. Thoughthe basic graphic standards have notchanged, the logo, business cards, letterhead,envelopes, etc., the core changes youwill see target and are reflective of the diversitywithin our Society.Overriding the development of <strong>ASID</strong>’s new image are themessages needing to be communicated. Above all, thevision statement of defining, advocating and celebrating theunquestioned value of interior design and its impact uponhumanity has stood paramount as the brand has shifted.As an advocate forthe profession <strong>ASID</strong>constantly strives toclarify the differencesbetween our variousmembers. To furtherdistinguish these categoriesa new colorpalette has been introduced,which is probablythe most radicalchange.The various appellationsare now colorcoded to help addressinformation specific to professional members, allied members,student members, and industry partners. Additionallyprofessional members now have a specific logo, which canbe used to immediately call out the fact that you are a professionaldesigner. Professional members should visitwww.asid.org to download their mark of distinction.The new brand constitutes more than just the standard<strong>ASID</strong> logo. A family of other logos has been developed tobeing attention to the national programs <strong>ASID</strong> offers. TheStep Examination Prep, the <strong>ASID</strong> Distinguished SpeakerSeries, and <strong>ASID</strong> Education Online among other subgroupsnow have a strong graphic identity within the organizationas a whole.<strong>ASID</strong> sees itself catering to six distinct audiences: commercialconsumers, residential consumers, potential professionalmembers, potential allied members, potential student members,potential industry partners, and all of its current members.Tweaking the brand, while not sacrificing any of theseaudiences has been a challenge, but well worth the brandevolution. These efforts can already be seen in the newlylaunched website. The site has attained better site navigationthrough theenhanced colorpalette andgraphic identityof the Society.As always youcan check outthe new look atwww.asid.org.As the new look and feelof <strong>ASID</strong> continues toevolve, the basic mantraof the graphics standardbooklet given to all chaptersapplies: be bold, becreative. Let this be a lessonto all of us, especiallyin our design and businesspractices.BE BOLD, BE CREATIVE.s p r i n g s u m m e r 2 0 0 8. . . . . . . . . . . . . . . . . . . . . . . . . .16
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