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ACI, PCA improve messaging through new logo treatments, taglines

Sources: American Concrete Institute, Farmington Hills, Mich.; Portland Cement Association, Skokie, Ill.; CP staff

Against World of Concrete  2014’s Las Vegas Convention Center backdrop, ACI and PCA unveiled new logos and tagline treatments aimed at strengthening their messages and perceptions among target audiences in industry, government, academia and scientific communities.

Marking the first major update since 1964, a new ACI logo reflects the group’s 110-year heritage and increasingly global reach with a more modern, vibrant, and professional image. With multiple colors replacing a signature navy blue, it signifies the next step forward in the evolution of the ACI brand and serves as the foundation for consistent design and messaging across all Institute communications. A new tagline, "Always advancing," highlights commitment to perpetuating concrete knowledge, technology, construction, and quality, as well as collaboration and professional growth.

“The new logo conveys a contemporary, energetic, and dynamic impression; reflects the diversity of ACI's specialization; and illustrates the global reach of ACI's network,” says Institute President Anne Ellis. “The ‘Always advancing’ tagline reflects the work we do individually and collaboratively, inside and outside of ACI, [and] collectively in support of concrete quality and professional growth."

After a formal change of corporate identity late last year, PCA has replaced a spelled out name accompanying its logo with the tagline, “America’s Cement Manufacturers,” clearly identifying the group as a national association.

“This is not a change of name. The organization is still Portland Cement Association,” affirms President and CEO Gregory Scott. “Rather, the new identity embraces who we already are, avoids confusion [with the term “portland”] by nontechnical audiences and better describes the organization and its members. [It] allows the entire Association to communicate that our industry is an important part of the American manufacturing community, making a vital product and creating well-paying jobs.”