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2016WinterShotcreteEMag

Executive Director Update Rebranding— Crossing the Finish Line By Charles S. Hanskat, PE, ASA Executive Director Ten months ago, in April 2015, the ASA Board of Directors approved moving forward with a rebranding effort to give ASA a revitalized look, and reflect the increased emphasis on our Association moving forward with growth, member involvement, and outreach in the concrete industry. Although a revised logo is certainly an important part of a rebranding effort, we also felt that certain standardized colors and fonts needed to be set to give all our materials a consistent visual look. After retaining Kulör Design from Montreal to develop the new logo and graphics aspects of ASA, the Chair of the Marketing Committee, Joe Hutter, as well as the Executive Committee and ASA staff, went through many iterations in developing our new look. Five months later in September 2015, two options were presented to the Board and a final selection was approved. Below is our old logo on the left, and new logo on the right. As you can see, the new logo is crisp and simple. It uses the green color from our old logo, as well as the stylized nozzle at the end of the last “a”. The smooth curves of the letters in “asa” reflect the curves in our shotcrete hoses, as well as supporting the concept that shotcrete is a creative method of placing concrete that is not limited to flat, straight sections. The font used for “american shotcrete association” is a clean, simple font, but visually different than the fonts one normally sees in documents (like Arial, Times Roman, Verdana, and so on). You’ll also notice the “shotcrete” is in a slightly larger font, to stand out from the more common words “american” and “association.” After approving the rebranding graphics, we found that having a new logo and set of graphics standards was just the first step. The new look required broad changes in nearly every visual aspect of our business. The logo, fonts, and colors were used to develop revisions to: • Our Media Kit; • The website; • Shotcrete magazine; • ASA advertisements; • Business cards, stationary, and envelopes; • PowerPoint presentations—AIA, student, and nozzleman/ inspector education; • Logo wear—hats, hard hat stickers, jackets, and t-shirts; • Awards banquet programs; • World of Concrete (WOC) signage; • Printed compilation covers; • E-mail signature graphics; and • Member-of-ASA web graphics. We set a goal to have our rebranding ready to show off at WOC in early February 2016. It seemed that 4 months would be a reasonable timeframe to complete all the aforementioned aspects. As you may imagine, this transformation took a lot of time and effort, and required pulling together the resources of ASA and our association management staff. Along with the new look, it was decided by the Board that our old tradeshow exhibit was dated, and in many ways (both visually and physically) worn out. If you’ve ever attended WOC (or any other large trade show), you know there are a wide variety of types of exhibit hardware. We made a careful study of available options, and selected the most cost-effective, flexible, and visually interesting system. In fact, we selected two different types to complement the large booth space we have at WOC and give us flexibility when exhibiting at smaller venues. As I write this article, we’ve attended WOC and formally rolled out the new branding. ASA held our first press conference on February 2 at WOC to introduce ASA and our new branding to the concrete press in attendance. We also used the press conference to introduce the creative uses of shotcrete in modern concrete construction. In parallel with the WOC announcement, our website was updated and as you can see on the cover of Shotcrete, we’ve introduced the new logo here, too. Thus, the rollout is the culmination of nearly a year’s worth of effort. Although the look is different, and at first glance may 8 Shotcrete • Winter 2016


2016WinterShotcreteEMag
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