The Internet Advertising Bureau (IAB) unveils a new corporate identity at its Engage 2005 conference tomorrow (Thursday) as part of the trade body’s repositioning as a service organisation for advertisers.
The new logo and font, developed by advertising agency Masius, will be used across all IAB marketing in print and online. The logo uses circles and rounded corners with a view to communicating the friendliness and helpfulness of the IAB.
When IAB chief executive Guy Phillipson took the reins from Danny Meadows-Klue earlier this year (MW January 6), he embarked on repositioning the trade body immediately. Before his arrival, members had raised concerns that the body was spreading its efforts across too many research projects, and one of Phillipson’s first tasks was to identify core areas for the IAB to focus on.
Phillipson oversaw the bureau’s return to its original name to reinforce its role in promoting online advertising to traditional marketers.
Phillipson says: “Our key audiences are in marketing and communications and we needed a contemporary and approachable identity that reflects the medium we represent. Refreshing the IAB brand was part of a strategic review looking at the way we communicate with digital and traditional marketers.”