The New and Improved AASHE Brand is Here!

Drum roll please…the new and improved AASHE brand is here!

If you read Paul Rowland’s latest AASHE blog post you are aware that AASHE has developed a simple, easy-to-understand brand strategy built on who we are, what we do, and how we do it. Along with that, we’ve debuted a new visual identity that better reflects AASHE’s holistic definition of and commitment to sustainability. The implementation of our new visual identity also illustrates a stronger connection between AASHE and our STARS program.

As an acknowledged thought leader, we want to step up and show through our rebranding that AASHE is focused on a broad view of sustainability. One of the important characteristics of the new AASHE logo is the choice of colors. By transitioning away from the leaf and the color green as the main focus, we are showing our commitment to represent sustainability in a holistic way.

The blue symbolizes sky and water; purple evokes the inspiration and imagination needed to lead the sustainability transformation; and the green is a nod to our past and all that we have learned from it. The AASHE logo image represents a bridge or path to the advancement of sustainability in higher education.

The new STARS logo is a direct tie-in to the new AASHE logo. The logo itself is built from the front section of the AASHE logo to further reinforce that STARS is a program of AASHE. Making the STARS and AASHE connection even stronger, “a program of aashe” appears as part of the STARS logo.

As you click through our website, resources, STARS program website and newsletters, you will see the new and improved look including a new color palette that ties in with the new visuals.

Along with our new AASHE and STARS logos, be sure to check out our new STARS seals for STARS Participants.

To make a smooth transition to the new member logo, as well as explain a little more about the new AASHE logo, we have created a quick and easy document for members. Please read through this AASHE brand one-pager for the basics on the new AASHE logo and how to access the new member logo.

All AASHE members are encouraged to replace the old AASHE member logo with the new AASHE member logo, available on the AASHE website. Also, STARS Participants will receive a special edition of the STARS Update about the new STARS logo and seals. Please see the STARS one-pager for information on how to access the new STARS seals.

AASHE is very excited to take this important and necessary next step forward. This work would not have been possible without the staff and board that were involved in the process of developing the new visual identity. We also want to acknowledge TippingGardner (TG), who we hired as our branding company. We appreciate their collaborative approach throughout the process.

We look forward to working with our members and other colleagues through this exciting improvement!

Seann Sweeney, on behalf of the AASHE staff

P.S. If you didn’t read it yet, see Paul Rowland’s recent blog post for more on the background and the process AASHE went through during this re-branding.

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