Branding FAQ
Q: Why is this change happening at this time?
A: There are three basic reasons: 1. To continue to position SHRM as a career partner for success. We want the CEO to invite your HR team into the boardroom and we want you to recognize that SHRM is your path to professional success. Clarifying which information is designed especially for you will help you sort through the rich offerings SHRM provides and prepare you for whatever challenges your career brings you. 2. To sustain our role as the go-to resource for everything HR. In a time when issues are increasingly complex and global, we want to be the organization that speaks for the HR profession so that members of the media, business leaders and policy makers turn to us as their first source. 3. To be consistent in look, style and voice. Not having any graphic standards created a wide variety of graphic styles in SHRM’s materials. We will now have clarity among the master brand and sub-brands.
Q: When can we expect to see the new brand implemented?
A: As volunteer leaders, it is important you be among the first to learn about our brand strategy and help us build momentum for the Annual Conference—when the new logo and refined brand will be officially unveiled. Because we want to make a big splash at the Annual Conference, we ask that you do not discuss or share the new logo or any of the branding information prior to June 24. Following the official unveiling, we will make the new “Affiliate of” logo available to you so that you can begin the transition of your chapter or council materials.
Q: Why is the new logo such an improvement?
A: The effort began with a close look at the existing HR logo and over 89 disparate marks/subbrands. The goal was to unify the multiple identities, preserve the equity in HR and solve the see/say challenge (the HR logo that people used to “see” is not the organization name most of us say: “Sherm”). The new logo allows you to do all of these: it anchors the sub-brands which categorize the major offerings, it maintains the joined HR that has become synonymous with SHRM and people now see and say SHRM.
Q: Must our inventory of current materials now be discarded?
A: While we want to achieve consistency as soon as possible, there’s no need to throw everything out, yet. You can continue to use existing materials. But we do ask that everyone use the new SHRM affiliate logo on all items by December 31, 2007.
Q: Who crafted this enhanced SHRM brand look and feel?
A: You did. SHRM listened to what members like you and the market at large had to say about our organization in extensive market research and member surveys. Then we took a long, hard look at our key messages and communication challenges and hired an experienced design team. Near the conclusion of the process we tested the new look and feel with members and non-members. We used surveys and focus groups to refine the messaging and look to become what you are seeing today.
Q: Why is it important for all SHRM materials to adhere to and reflect the updated brand strategy?
A: Our intent is to make each and every piece of SHRM communication immediately recognizable as belonging to SHRM. We also aim to clearly articulate who we serve and how it helps. The new brand strategy accomplishes both of those goals and more: When we speak with clarity and are consistent in all we say and do, the mission of advancing the profession and serving the professional is easier to fulfill.
Branding FAQ
Q: I’m hoping to see more visual representations of diversity in our communications materials. Does that idea fit in with the changing brand strategy?
A: Yes. SHRM is a big tent getting bigger; one inclusive of, and welcoming to, a richly diverse membership. We are building a library of images, including those of SHRM members, to be used in our materials that will accurately depict SHRM as the diverse community it is.
Q: Will there be some sort of guidebook we can reference to better understand this whole branding thing?
A: Your six-panel brand strategy guide is full of helpful content. It explains the reasoning behind the brand. As always, SHRM employees are available by phone or email for any specific questions.
Q: How are our affiliates like HRCI, the SHRM Foundation and our chapters affected?
A: HRCI and the SHRM Foundation are currently undergoing their own branding process. They are reviewing research and will begin their own exploration based on what SHRM has learned and their individual needs and goals. As for our individual chapters, each will be provided with the standard “Affiliate of” logo and guidelines for usage. For those chapters that wish to incorporate the new logo with their own name, design and legal standards are still being developed.
Q: You said the SHRM brand strategy is being launched at the annual conference in June. Specifically, what will we see there?
A: For starters, the SHRM booth will be a living, breathing representation of the brand. Also, all SHRM signage seen throughout the conference will feature the new SHRM logo. On Sunday, June 24th, our Board chair and our president will unveil the new logo at the opening general session. On Wednesday, June 27th there will be a presentation by Greenfield/Belser, the design firm that created the new look. They will be on hand to explain the whole brand design process and answer whatever questions about that which you might have.
Q: We have 89 marks/sub-brands. How did we decide which go and which stay?
A: This process took plenty of research, as well as the considerable, highly collaborative effort of SHRM leaders, to decide which offerings would be sub-brands and which would be combined. Our goal was not to eliminate any particular offering, but to better categorize offerings to make them easier for SHRM members to find. The process remains an ongoing team effort to get the streamlining just right.
Q: Is it bad to say S-H-R-M?
A: It’s not bad. But most people already say “Sherm.” It’s in our research; it’s in our hallways. And now it’s in our name.
Q: Is this brand plan the same for our international audience? How will it be different?
A: The SHRM logo and our enhanced brand look and feel will be the same for all materials. We want to keep the SHRM identity the same across all markets.
Q: How do I use the affiliate logo?
A: You are required to prominently display the “Affiliate of” logo to indicate your affiliation with SHRM on all chapter and state council communication pieces. If you’d like, you may print your own chapter or state council name alongside this logo, but do not modify or invade the space of the official logo itself in any way, shape or form.