A brand identity based on science

Vision was selected from among four competing agencies to create a stronger and more current visual identity for the American Meteorological Society and to lay the foundation for how the organization will communicate and generate new recruiting, membership, and development materials.

Since its founding in 1919, the American Meteorological Society has been the premier scientific and professional organization dedicated to the atmospheric, oceanic, and hydrologic sciences. The society’s more than 13,000 members worldwide are made up of individuals from diverse backgrounds and disciplines, including researchers, educators, students, enthusiasts, broadcasters and other professionals in weather, water, and climate. To this day the AMS remains the trusted voice and committed advocate for weather, water, and climate science and service.

Being the premier organization with little competition for nearly 100 years can have its challenges, however. Throughout its history, the AMS brand identity had remained largely unchanged and, over time, no longer reflected the American Meteorological Society’s diverse and supportive scientific community. This led to a pervasive misperception among prospects in the younger demographic that the AMS was “stodgy” and slow to adapt to change. As an organization that, from its inception, has always been at the forefront of science and technology, a dramatic change was needed – connecting younger prospects being critical to the organizations future.

This initiative was a monumental step for the 100-year-old non-profit, and as such, it required a strong consensus-building effort that involved the leadership and marketing teams, trustees, as well as representatives from the global chapters and staff. Three logo designs were presented at the AMS Annual Meeting and the final was voted upon by all in attendance which amounted to nearly 80 individual voices.

The final logo design was approved by the AMS Council and was unveiled at the AMS 100th Annual Meeting, the world’s largest yearly gathering for the weather, water, and climate community.

Solutions:

• Develop a new logo and corporate identity that positions the AMS as a global community that is committed to advancing weather, water, and climate science and appeals to a younger target audience. 

• Refresh brand by modernizing color palette and typography.  

• Adopt a mobile-first strategy as it relates to the brand mark. The design must function clearly across social media platforms.

• Leverage the familiarity of the official seal – as well as retaining a link to their past – by limiting its use for official documents such as certificates, letterhead, formal invitations, and the like.

• Develop a brand identity guide to ensure that chapters and other constituents communicate in a way that consistently embodies the AMS mission and values.

SERVICES

• Brand strategy and development

• Brand assessment

• Logo design

• Advertising