December 27, 2017
2017 Year in Review

AWB's new brand look, language unveiled

The year was 1986. Dionne and Friends had the top song, “That's What Friends Are For,” and “Aliens” was the year's top movie. And, it was the last time the Association of Washington Business (AWB) updated its brand language and logo.

That is until May 31 – the day AWB publicly unveiled its new look in a press release, several blog posts and a special website. The rebranding committee, made up of AWB members, working with Spokane-based DH, began its work in 2014 with a detailed brand audit, the adoption of new Mission and Vision statements and culminated with the logo and brand language reveal this year.

The new look and brand promise language builds on the work AWB has been doing for several years to bring diverse voices to the table to find solutions that improve the state’s economy and support families in every community.

However, before the public announcement of the rebranding, AWB staff and board members were given a sneak peek at the new look – and they were sworn to secrecy until the official launch.

“As the state’s oldest and largest business association, AWB has always been the voice of employers, advocating on behalf businesses of all sizes and from all industries to promote a healthy economy. But AWB is increasingly being called upon to do more — to bring together diverse groups and find solutions to the issues facing Washington employers, their employees and communities,” AWB President Kris Johnson, said of the transition to the new brand look and promise.

He added that the new look is not just about a logo update, but rather a bigger step into living the brand AWB has evolved into over the past several years.

Read more about the different facets of AWB’s rebranding here, here and here.

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