IACC has experienced rapid growth in its membership and global reach. Being the only global association to represent small to mid-sized meetings focused venues and influenced by exciting innovations it is seeing from members, IACC has identified that the brand needs an update in order to represent all 378 members in 22 countries. The new brand addresses the needs of a dynamic, changing market place, while leveraging the brand equity IACC has built over 35 years.
In developing their new branding, IACC conducted extensive research with members and industry stakeholders across 4 continents. The association worked closely with members and industry ambassadors to talk about what the brand said about them now and what members wanted it to stand for in future. IACC took these findings and concentrated all ideas into a set of brand pillars which are aligned with the core values by which it wants to live and to foster a feeling of collaboration, connectedness and impactful outcomes.
Today IACC’s membership reflects more than just conference centres, each branded in individual ways, but all providing the same high quality standards and delivery of exceptional meetings that began in the 1980’s under IACC. Member venues include conference centres, seminar houses, day meeting venues, corporate universities,and meetings-focused hotels and resorts. The association will no longer refer to itself as the International Association of Conference Centres, but will simply be referred to as IACC.
Alex Cabañas, IACC President comments “This is a monumental time in IACC’s 35-year history. We are an exclusive association of the brightest minds and exceptional meeting venues in the world and we are excited to celebrate who we are today and who we want to become with this fresh new logo and identity. This gives us a refreshing new look that reflects and projects a modern, forward thinking and innovative personality, which remains a unique characteristic of the IACC global community.”
The new logo has been designed to reflect a sense of symmetry, with each shape overlapping in unison to further illustrate the strength and alignment of universal connectivity. The four symbols represent the four brand pillars which are the signature qualities and attributes that exemplify the IACC experience.
IACC’s Brand Pillars
- Exclusive meeting venues, by design
- At the forefront of meetings innovation
- Globally connected network of passionate members
- Curators of exceptional meeting experiences
Mark Cooper, IACC CEO comments “As we continue to grow and expand the association globally to thrive in what is undoubtedly a fast changing meetings industry, the brand needed to evolve to acknowledge this. I am excited to share with our members and partners, the brand pillars which speaks to the creative bridge to the incredible unity of our members globally.”
Following the launch, the new brand will be at the heart of new publications, communications and marketing and in a soon to be re-launched website. Logos and usage guidelines are available to download from IACC’s website here and see the unveiling of the logo on video on IACC’s YouTube Channel.
IACC wishes to thank all the members and their industry partners who contributed to the research and interview stages of the exercise, and the global volunteer group for their time, patience and expertise in developing the new logo.
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