Articles

    The New NAGW Logo (Ta-Da!)

    NAGW Navigator: Volume 2 • Issue 1 • Fall 2018

    Logo redesigns take place in every industry but not always with great success. Some may remember the infamous 2011 J.C. Penny redesign fail – the new logo was created by a third-year graphic design student at the University of Cincinnati’s College of Design, Architecture, Art, and Planning. Although nicely executed, the redesign did not appeal to the store’s market base and was replaced by another update a year later. Logo redesign number two saw little success as well and the company was compelled to go back to its original pre-2011 logo. Three years, three logo changes.

    The NAGW board of directors discussed the idea of updating the organization’s logo for a number of years – the Nike-esque swoosh went out of fashion more than a decade ago and the USA outline had long neglected the inclusion of states 49 and 50. This year, it was decided that it was time to go through the rebranding exercise but there was no desire among members to make this a long, drawn-out, and ultimately painful experience, the sort which creates tremendous dissent and endless arguments.

    Although the annual conference logos have always been created in-house (to lesser and greater degrees of success), it was decided to leave the job of redesigning the organization’s logo to a pro. After all, NAGW is an organization of professionals, so a professional designer was required to do the job for such an important task. Of course, the design cost was a significant issue but the board was able to find an expert designer who was willing to provide a selection of logos from which to choose at an affordable price.

    The designer asked the board members which of the three most basic types of logos they preferred (icons/symbols, logotype/wordmark, combination of the two), what notions the logo should represent, did the board have color preferences, and was there a specific mark that should be incorporated into the design.

    The board chose to go with the combination icon plus logotype format and to include the organization’s full name. To reflect the “national” aspect of the organization, the colors red and blue would best suit the purpose.

    The process took two rounds of logos and a vote.

    The final design includes all of the board’s suggestions as well as some whimsical elements – the three-dot ellipsis on the letter N and the star forming the counter in the letter A.

    The new logo will soon be incorporated in all of NAGW’s marketing collateral with the launch of the new website in early 2019.

    New NAGW logo