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 profes-
sional 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 increas-
ingly 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/sub-
brands. 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 catego-
rize 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 con-
sistent 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 communica-
tions 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 stan-
dard “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 stream-
lining 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 of-
ficial logo itself in any way, shape or form.