American Marketing Association Signals Transformation with Launch of New Brand Identity

CHICAGO, IL – 23 May, 2016 – The American Marketing Association (AMA) unveiled a new brand identity and logo that reflects both the transformation of the organization and its vision for the future.

Since 1937, the AMA has been the pre-eminent force in marketing for thought leadership and valued relationships across the entire marketing community. The new AMA branding reflects its position as the essential community for marketers. The new brand identify underscores AMA’s commitement to advancing, informaing and connecting marketers. The new logo is simple and versatile but embodies the trend forwardness and bias toward action of the AMA community. 

The primary color palette of bone white, French navy blue and black evokes intellectual gravitas, trust and power, representing the AMA’s commitment to being the most relevant force and voice shaping marketing around the world.

The new mark also supports the AMA’s new brand tagline “Answers in Action,” which captures the unique fusion between scholarly research and managerial relevance found only in the AMA community. “We like to say it’s only at the AMA, where Jung’s archetypes, sages and magicians meet to advance the practice of marketing,” said Russ Klein, CEO of the AMA.

“Our new logo elegantly reflects our forward thinking orientation that sits at the critical nexus of best and next practices,” said Klein. “While the brand identity, tagline and logo have changed to better distinguish the AMA on a global, national, and local level, it is only the tip of the iceberg of transformation here at the AMA.”

The AMA recently relocated its workplace to a 22,000 square foot open office environment with 24 public meeting spaces that include huddle rooms decorated as tributes to Don Draper, Sherlock Holmes, Merlin the Magician; all images that came out of the AMA’s customer insight work conducted at the outset of their branding initiative. The new AMA quarters even sports bleacher seats in the organization’s lounge and a communal fireplace.

Leading up to the unveiling, the AMA also announced its first-ever Intellectual Agenda meant to inspire thought, research and advancement in the field. The Intellectual Agenda will serve as basis for the AMA’s content and intellectual capital for academics and practicing marketers going forward. The Agenda highlights the “seven big problems” in the marketing industry and provides critical context to the challenges all marketers face.

AMA’s new brand launch also kicks-off its exclusive partnership with Equals 3, founders and developers of a cognitive intelligence tool named Lucy, which taps the artificial intelligence computing power of Watson to address common challenges across research, segmentation and media planning. AMA was selected as one of the few super users to beta test Lucy and in return, shared its extensive library of marketing content to provide users with detailed, sophisticated answers to marketing challenges in seconds.

The new AMA brand plans were unveiled in late April to Chapter leaders at the 2016 AMA Leadership Summit and will first appear today on and social media. Over the next 18 months, AMA chapters will rebrand all communications supported by the AMA, including collateral, digital, content, signage, conferences and events.

The AMA partnered with Chicago-based branding agency O’Keefe, Reinhard and Paul (OKRP) to develop the company’s new brand identity.

To view the new AMA logo and watch a video about the new brand identity, visit here.

To download AMA’s Intellectual Agenda and learn more about the 7 Big Problems of Marketing visit

About American Marketing Association (AMA)

The AMA is trusted by nearly 1.3 million marketing and sales professionals a year worldwide. It has more than 70 professional chapters and over 350 collegiate chapters throughout North America and select international locations. The American Marketing Association (AMA) is the largest marketing association in the world. AMA serves organizations and individuals who practice, teach and study marketing across the globe.  It serves as a forum for connecting like-minded individuals to foster knowledge sharing and relationship building; to be a trusted resource for marketing information, tools, education and training; and to advance marketing practice and thought leadership.

For more information about the AMA, visit or follow the latest AMA news at @AMA_Marketing

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