The Arthur W. Page Society unveiled its new logo and visual identity system at the 23rd Annual Conference held in Sarasota in October.The new look and feel is the result of months of work by the Board of Trustees in close partnership with Landor Associates, the world's most accomplished and internationally recognized branding and design consultancy.

Background

For many years, the anchor of the Page Society's visual identity system was a logo featuring a silhouette of Arthur W. Page. Earlier this year, the Board of Trustees launched a project to examine the visual identity to determine whether a refresh would improve the organization's branding and communications.Landor Associates generously offered its services to the Society on a largely pro-bono basis.

Landor undertook an extensive process that included a review of the history of the brand and visual identity, a study of the brand landscape of related professional organizations, in-depth interviews with members and creative sessions with the Board of Trustees.

According to President Roger Bolton, a broad consensus was reached that the former look did not fully express the full potential of the organization."We had a strong commitment to preserving the heritage and emphasizing the foundation of Arthur W. Page and the Page Principles, in the full recognition that this is the basis for our identity and differentiation.At the same time, we saw an opportunity to create not just a logo, but also a design system that allows us to express our value more effectively in a rapidly changing world."

A Clean, Bold and Contemporary Design

After considering multiple design alternatives, the Board selected the new distinctive visual identity system featuring a logotype based on Arthur W. Page's actual signature."The new look is fresh and interesting, while preserving the strong connection to our heritage and the Page Principles," said Roger Bolton."The new logo has the added benefit of reinforcing the most fundamental Page Principle, 'Tell the truth,' as one's signature represents one's word or bond."

An Enthusiastic Reception

Roger Bolton unveiled the new logo and visual identity system during the recent Annual Business Meeting in Sarasota, which was met with enthusiastic response from the members.According to board member Tom Martin, "Landor went far beyond what we first envisioned in the scope and scale of the project, and in the end delivered an outstanding product that will serve the Society for many years to come.”