Arshy Mann/The Ubyssey
The 97-year-old AMS is getting a facelift with a new logo and branding strategy.
The initiative began last November during efforts to fully rebrand the new SUB. Local design firm Glasfurd & Walker, which developed the new identities of AMS businesses such as Peko Peko and Boom! Pizza, was also in charge of recreating the society brand as a whole.
The new identity package will cost the AMS approximately $20,000 for both creation and implementation.
Outgoing AMS President Jeremy McElroy said that a change was necessary. In 2007, the AMS “undertook a rebranding exercise to the existing setting sun with the mountains in the background. That process was undertaken rather quickly and the options that ultimately came to the Council and people said…’Yeah, that looks pretty good,’ so it was adopted.”
But general opinion moved the AMS to change the logo once more, which led to the most recent change last week.
To come up with the new logo, Glasfurd & Walker surveyed students, staff and community members, asking them to share their own impression of the society and its role on campus.
But the changes won’t come into place anytime soon. Many signs in the SUB still use the outdated logo that was used before the 2007 rebrand.
AMS communications director Demitri Douzenis stated that the rebrand will be phased in slowly.
“We will receive the new logo within the next week or so and we’re going to go for a soft launch, end of April [or] beginning of May, and then we will get into a hard launch by September. We’re giving ourselves four months to make sure that we do it properly,” said Douzenis.
First-year Commerce student Niloufar Keshmiri said it was a smart move, stating that “the new brand will provide opportunities for the AMS to recreate its image as it moves forward into the future.” Other students surveyed believe the rebranding was not needed, but look forward to seeing what the society will look like post-rebrand.
While the traditional signage within the SUB will remain unchanged, students can expect to see the new face in time for the annual AMS Block Party in April.
CORRECTION: The last logo redesign for the AMS took place in 2007, not 2005. The Ubyssey regrets the error.
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