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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. Together, members are enhancing their footprints in the professional community by connecting with one another. The AMADC Board of Directors sought to advance the organization with a re-branding overhaul to reflect the prestige of the membership and forward-thinking positioning of the chapter. Bates Creative was tapped to spearhead the rebrand and design the new logomark for the chapter.
The redesigned AMADC logo champions the organization’s goal of connecting a dynamic membership by nodding to its locational roots. The overall design was created with a DC-focused approach to mirror the prestige of our nation’s capital.
Bates Creative set the foundation for the logo redesign by keeping AMADC’s preexisting red and black color profile. The new logo appears as a deconstructed black uppercase “M” decorated with three red stars between each leg of the “M” letter frame sitting on top of two red horizontal bars. In actuality, the deconstructed mark is two “A” letter frames combined together to form the “M”—an abstract “AMA” acronym condensed into a single mark. The DC flag inspired the three stars and two horizontal bars found in the new AMADC logo.
AMADC’s transformational identity and brand messaging brings a fresh perspective to the DC marketing scene. Bates’ creative and design efforts executed a full-blown brand refresh across all fronts of AMADC’s visual brand communications. Today, AMADC members are provided with a streamlined organization designed to suit their unique needs. As for the future, prospective members are invited to join in the growth and development of one of the largest professional marketing chapters in the country. 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.”