The Association for Corporate Growth (ACG), is the premier global association for professionals involved in corporate growth, corporate development, and mergers and acquisitions. While the organization provides tremendous benefits to its members, the brand and its identity lacked definition, clarity and consistency.
The overall goal of our initiative was to strengthen the brand in support of ACG’s 44 chapters. Specifically, the initiative aimed to: clearly identify and articulate the extraordinary benefits of ACG to existing and potential members; unite the organization around a common vision while providing flexibility at the chapter level; differentiate ACG from competitive organizations; increase membership; and expand the organization by developing new chapters. Brand Strategy: The brand development process was research intensive, involving several months of primary and secondary research, surveys of membership, focus groups, and one-on-one interviews with ACG leaders around the world. ACG’s new positioning as the leading authority on corporate growth accurately reflects the association’s value proposition of delivering a wide variety of educational events, proprietary content, and networking opportunities with senior executives.
Brand Identity: With its platinum color and simple bold typeface, the new logo more clearly conveys the authority of ACG. The use of green signifies growth and pays homage to the green of the former identity. In addition, the green within the letter “A” forms an arrow, reflecting the former logo in a more contemporary fashion. Overall, the new logo is strong, contemporary, distinctive, and enduring.
We launched the branding work at a critical juncture in the growth of the association. ACG membership has been increasing and becoming more diverse. ACG members are proud of their community, and they are eager to communicate those benefits to a wider audience. Today new communications practices and materials capture the unique attributes of ACG and communicate them consistently. This brand alignment is even more important as the association continues its global expansion