ISSA Unveils Updated Brand

Over the course of the next month, ISSA members will note some changes in the look of emails and the Slurry.org and RoadResource.org websites as ISSA rolls out a new logo and tagline.

Last year, the ISSA Board approved a review of the ISSA brand with the goal of ensuring that it accurately reflected the groups attributes and benefits, as well as demonstrated the unique qualities and future direction of the association.  The Board approved the engagement of Vario Consulting, who had already completed some branding research in conjunction with the rebranding of the Pavement Preservation & Recycling Alliance (PPRA).

Utilizing the results of membership surveys from this 2017 branding project, personal interviews with a number of members, as well as discussions with the Board, Vario identified some key association values:

• Quality: Demanding the best work; producing the best industry resources
• Reliability: Work you can count on, association and members you can trust
• Betterment: Elevation work standards, learning through collaboration with industry and agencies, improving the industry, and always looking forward

Using this information, and identifying the fundamental features, advantages, and benefits of the association, Vario developed an ISSA ‘brand house’ which outlined the association’s overall commitment to members and key audiences as well as highlighted how that commitment is delivered upon. 

The research revealed that members value both the legacy and expertise of our members and volunteers, as well as the efforts to innovate and stay ahead of the curve with technical expertise and development. ISSA’s personality was therefore described as one which honors the past, looks toward the future, and improves relentlessly.

From these concepts, a new association tagline was developed: Innovation through Preservation. The tagline embodies the idea of creating a future built upon the successes of the past. 

This tagline also draws from the pillars of the brand house, which both describe the associations roles – doers, leaders & providers, and collaborators – as well as how we deliver on them – literally paving the way, setting and upholding standards, and working with and for the industry at large. 

Along with the tagline, a new logo has been developed.  The logo is comprised of a new logotype – the heavy, solid nature of the font demonstrating strength and solidity, embodying the ISSA legacy.  While the new logo symbol exhibits innovation and forward progress as a stylized representation of road rising to the future.

The associations letterhead, e-newsletter and email templates, and websites will all be updated over the next few weeks to include this new logo and more accurately reflect the attributes described in the brand house.  Vario notes that this logo/tagline combination “will take ISSA into a strong, confident, modern, and growing future.”  In addition, this logo will fit well into the grouping with sister organizations AEMA and ARRA, representative of the collaboration between the three associations comprising PPRA.