The refreshed visual identity includes a new logo, colour palette, typography, imagery, and graphic style.
Marcel Wijnen, creative director at Hulsbosch, said the agency is bringing the AMI brand strategy and positioning to life.
They needed inspiring, contemporary, and simple solutions to better demonstrate what the association stands for and showcase who they are, to meet AMI’s future ambitions,” said Wijnen.
“Starting with concepts that integrate AMI’s brand vision and values, personality, and essence, we have used design elements which keeps them relevant with a look and feel that is truly the AMI’s.”
Bronwyn Powell, CEO of the AMI, said the revitalised brand platform and identity shows how AMI has evolved over the past 90 years.
“We thought it was fitting to introduce this new brand identity now, on our 90th anniversary, to reflect how AMI continues to be at the forefront of the changing digital landscape in the industry,” she said.
“The valuable work done by Hulsbosch ensures that our brand remains familiar, but also paves the way for a new chapter which will lead us into the future,” added Powell.
The AMI has also launched an ‘AMI Marketers’ Competency Framework’ for professional career marketers, a comprehensive guideline outlining 25 competencies across 5 levels of proficiencies. The framework will be available to members in November this year.
Powell said the career competency framework will provide marketers with a consistent structure to understand and assess the skills required for diverse marketing and communications roles.
“It covers various sectors, including Business-to-Consumer (B2C), Business-to-Business (B2B), Fast Moving Consumer Goods (FMCG), professional services, government, and Small and Medium Enterprises (SMEs), ensuring its relevance across