ASID Launches Fresh, New Look and Philosophy

From the National Board of Directors:

To more effectively convey the benefits and strengths of ASID and its membership to the design industry and the public, ASID will launch a multi-year branding effort on October 1. Members will begin to notice the brand, which includes a new Society logo, in the fall as it begins to be reflected in ASID publications and membership materials. In the months ahead, the Society’s Web site, ASID ICON and ASID NewsFlash will be re-launched with fresh designs and improved

promotional materials and events.

While reaffirming the Society’s position as the voice of the profession and a leading resource for knowledge and information, the new brand places greater emphasis on promoting and celebrating the many ways that design enriches life through improved function, artistry, expression and inspiration. “At the heart of the brand is a vision that truly embodies what ASID is all about: ‘Where Design Comes to Life,’ ” says ASID Executive Director Michael Alin, Hon. FASID. “Everything ASID does, from the Society’s annual conference and educational programs to member services and chapter activities needs to reflect this vision. The Society wants everyone—designers, students, industry and the public—to know that if they care about interior design and how it benefits people, ASID has something to offer them."

Focusing on how professional design positively affects quality of life, the brand employs bold colors, textures and photography of people living (working, healing, playing, learning and more) in a variety of interior environments, both residential and commercial, to convey the passion that designers feel for the work they do. The new brand favors the “D” in ASID, rather than the “S” (i.e., the Society as a professional organization), although it embraces both.

As a result of recent opinion research, as well as comments from members and industry, the ASID Board of Directors decided in July 2003 to appoint a task force comprised of leaders and staff to review the current brand and recommend a course of action for strengthening it. After a very thorough process, the task force selected—and the board approved—Studio 585, Gensler’s award-winning brand and design studio, which boasts such clients as Allsteel, Apple Computer, Inc., Design Within Reach and Volkswagen, to assist in the development of the new ASID brand. The board approved the new brand strategy and identity in April of this year, and incoming chapter presidents and presidents-elect were briefed on the new brand during the Chapter Leadership Conference in July.

In line with ASID’s branding, the Connecticut Chapter website has a fresh format that Industry Partner Bob Mass (Mass Solutions http://www.masssolutions.com/) has been instrumental in developing.  We’re open to your suggestions on how to make the new site more relevant to your needs.

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