Fifty years enough for world’s best known concrete signature

Against a World of Concrete 2014 backdrop last month in Las Vegas, the American Concrete Institute unveiled a new logo and tagline aimed at strengthening its message and perception 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. It signifies the next step in the ACI brand evolution 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.”

ACI executives joined Ellis on World of Concrete day one for an official logo unveiling in the Las Vegas Convention Center outdoor demonstration area, where a group of practitioners had articulated the new signature in a 15-ft. pervious concrete slab—complete with decorative aggregate and glass inlays and mix treatments imparting glow-in-the-dark effect. Participants included Bunyan Industries, a Salt Lake City-based pervious concrete pavement contractor; J. Bazella Concrete Construction; and, Oldcastle Materials, whose Utah business, Staker Parson, supplied black aggregate.