The DC Chapter of the American Marketing Association (AMADC) is a nonprofit organization that nurtures a network of top-notch marketing professionals in the Washington, DC metropolitan region. AMADC, the fourth largest chapter of the American Marketing Association (AMA), is fueled by more than 800 members who represent over 400 organizations: corporate, media, government, association and nonprofit. The organization’s newly introduced sub-brand, District Current, is a collective group of young marketing professionals looking to gain more exposure to their professional peers in a fun, innovative and age appropriate setting. Bates Creative was tapped to design a clean, relevant and bold logo for the new sub-brand that resonated with young professionals, like millennials who are entering the workforce.

At the center of DC’s marketing scene is the young professional sub-brand, the District Current. The logo design at first glance reflects a large hashtag with three stars centered between each cross section of bars. The modern appropriation of a hashtag for this logo was selected to exemplify how the mark identifies messages on specific or trending topics happening globally. The red and blue color palette is bright and bold—both character traits of members in this group. Elements from the DC flag, including the three stars as two horizontal bars were pulled as inspiration for the logo to connect young professionals to the community where they work and live. As a whole, the District Current reflects young trailblazers who are the future of the marketing industry.

AMADC’s transformational identity and brand messaging brings a fresh perspective to the DC marketing scene. Today, The District Current members are provided with a streamlined sub-brand designed to suit their unique needs. Mike Gardner, President of AMADC, said: “Our new identity will serve to inform a new platform that will feature a range of highly relevant and valuable experiences for our members that we believe will improve engagement and make clear the value of membership.”