IFMA is the world's largest and most widely-recognized international association for facility management professionals. After extensive research including focus groups, phone interviews and comprehensive online surveys, we began the process of overhauling the 30-year-old brand. The new brand identity reflects key aspects of the evolving profession and organization.
The comprehensive branding program included the extended brand architecture for chapters and councils, the family look of print and online materials, a graphic standards manual and a brand book to engage all staff and board members to become ambassadors for the new brand.
The Brand Book transforms IFMA Staff and Board Members into IFMA Brand Ambassadors. It builds understanding, enthusiasm and consistent messaging for the new brand. It includes a history of the organization, current goals and objectives, and the business strategy. Specific to the new brand, it explains the meaning of the new logo and includes messaging to help employees talk about the organization and the new brand. Consistent wording of written and verbal messaging is an important element of the implementation of a new brand.
A new brand for a global association (and its sub-brands).