A Fresh New Look For AIHA

Fairfax, VA - The American Industrial Hygiene Association (AIHA) announced recently that it is introducing a new marketing initiative that includes a redesign of its logo and brand position. The unveiling marks the final phase of a two-year effort that has involved volunteers from American Industrial Hygiene Association (AIHA) committee and local chapter leadership and other stakeholder groups, including the Academy of Industrial Hygiene (AIH) and the American Industrial Hygiene Foundation (AIHF).

"AIHA is very excited to debut our new logo and tagline," said AIHA President Frank M. Renshaw, PhD, CIH, CSP. "AIHA member opinions, attitudes, and observations drove the creative process, beginning with four focus groups conducted at the 2005 American Industrial Hygiene Conference and Exposition (AIHce). Data from those sessions was analyzed by Washington, D.C.-based marketing consultant McKinley Marketing, Inc."

Accompanying the new look is a new tagline, "Protecting worker health," which was approved by the AIHA Board of Directors as a means to clearly communicate the most essential role of industrial hygienists, in particular, to a growing number of external audiences including allied professions, government, media, and business leaders. Careful consideration was given to other terms, such as "environment" and "community," but in the end the board agreed that despite the changing nature of the profession, workers are still its core focus. In combination, the logo and tagline also support the AIHA strategic objective of international outreach.

A stakeholder sounding board made up of a representative group of members also provided input and feedback at several important steps. The AIHA public relations staff also offered input, and a messaging analysis report by communications consultancy Hill & Knowlton supported development of the logo and tagline.

PCI Communications in Alexandria, Virginia, translated the collective input into this visual representation to reflect the core attributes of protection, community, knowledge, and credibility.

Look for the launch of the new AIHA brand at AIHce 2007 in Philadelphia, June 2–7. You won't want to miss the Opening General Session and the excitement in the AIHA Information Central booth this year with surprises and giveaways. By year's end, all AIHA materials, including The Synergist and the Web site, will have a new look.

SOURCE: AIHA