Updates from ASLA

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Welcome to a New Era

The new brand is being introduced now, with full public roll out in April.

With the dawn of a new era in the Society’s history, ASLA is implementing a rebrand that refreshes our logo, which dates to 1987; sets a new palette; employs new fonts and image logic; and suggests logo, color, and font treatments for chapters. The effort teams with the ASLA Center for Landscape Architecture to enhance the Society’s new directions.

The rebranding effort got underway in the fall of 2016 after the Board of Trustees agreed the brand identity of the Society was overdue for a refresh, particularly in light of the creation of the ASLA Center for Landscape Architecture. A design firm was identified, and over the next year a task force, the Executive Committee, and the Board of Trustees worked collaboratively through the evolution of the new graphics. After some final tweaking, the new logo was approved this past fall and implementation plans began.

Why a rebrand? The current brand has been compromised over time, resulting in a confused image for the Society that inhibited communications efforts. Further, the profession had evolved, and continues to evolve, and the current logo did not accurately reflect the wide scope of projects that ASLA members participate in or lead. And as noted the creation of the Center provided an impetus to update the Society’s image.

So what’s next? Implementation of the rebrand will be incremental through the year, including sharing the mark with all members for their personal use. ASLA will create implementation resource kits for all chapters at no expense to them.

This is just the introduction. We have already begun using the fonts and color palette in such materials as annual meeting collateral and calls for entries. The new logo goes public in April, World Landscape Architecture Month, in all national communications. Chapter logos have been created in all formats, and full chapter resource kits will be distributed shortly to help create a cohesive image for ASLA.

Welcome to the future!

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