GSAE

Georgia Society of Association Executives

The Client

The Georgia Society of Association Executives (GSAE), headquartered in Atlanta, Georgia, exists to connect the community with association peers, informed partners and various other resources. GSAE’s goal is to advance association professionalism in Georgia through connections and community. This Association exists to help better the community in Georgia and creates an opportunity for all types of people to learn from various resources. Onyx Group worked to help GSAE spread their positive community message.

The Challenge

Onyx Group created an entirely new look and feel for GSAE to enable them to reach a new audience.  Onyx Group also worked to help draw in, and maintain membership for GSAE. Onyx Group wanted to help GSAE produce a supportive environment for people to grow and share. The goal was to portray forward movement and connection with the logo. By utilizing the graphic design skills of our creative team, Onyx Group was able to help GSAE broaden their community reach.

The Brand

Onyx Group used extensive research and creativity to create a brand that was consistent with the vision of GSAE. Since GSAE wanted to become a livelier member of the Georgia community, Onyx Group’s Graphic Design team picked a logo that would make the GSAE name pop. The new logo consists of brightly colored arrows that face each other to form an open circle. The arrows represent the forward thinking and coming together that GSAE promotes. The circular shape represents the connecting of leaders and associations. Leaving the circle open invites the viewer in as a potential member of GSAE.

The Design

The colors: The array of different colors for the new logo not only catches your eye, but the colors also represent all the diversity that makes GSAE what it is. Onyx Group's graphic design team chose bold colors for the logo to show that GSAE wants to be a powerful association that can greatly affect the community.

The typography: Onyx Group chose a typography that would preserve the cohesiveness of the brand. The fonts complimented the campaign by blending the right mix of fun and informative, which are the exact goals of GSAE. It was important to use a font that complimented the color choices and the new feel for GSAE.

The Content

The tag, “Connecting leaders, advancing associations” is the new motto behind the re-branding project. This tag is simple yet sophisticated by stating what they do and why they do it. GSAE connects leaders in order to advance associations. Using a tagline that explains what GSAE believes in is a good way to draw in the rest of the community that shares those same beliefs.

The Results

The graphic design was created in hopes to impact the marketplace, attract new members and advance community relations. The design has been well received amongst the association and other professionals. GSAE cannot wait to implement their new brand.