CSHEMA Introduces New Brand
June 27, 2018
In late June 2018, CSHEMA debuted its new brand. During the past several months, the Association underwent a rebranding process that led to the creation of a new visual identity that more strongly connects with what the Association means to its members.
In April 2018, CSHEMA conducted a survey to assess members' familiarity with the Association's brand and potential changes needed to ensure that it aligns with member perceptions and showcases the Association in a competitive manner within the higher education EHS marketplace.
On a 10-point scale, professional members rated their familiarity with the CSHEMA brand at a 5.9. Many professionals (38.2%) felt that the logo did not reflect their perceptions of CSHEMA, and 19.8% could not identify the logo. While the previous logo, developed in 1967, may have spoken to the purpose of the Association at that time, survey results indicate that it is not reflective of today's campus EHS professional.
The following recommendations were made to the CSHEMA Board of Trustees based on survey results:
Develop a Master Brand Architecture and Brand Book
The master brand architecture outlines who the Association serves, what it has to offer them, and CSHEMA's personality (values, attributes, etc.).
Do Not Change the Name of the Association
Most professional members still found meaning in the current name of the Association. The full name and acronym also have established recognition in the field that is crucial to the future success of the organization.
Create a Tagline
A tagline that directly states CSHEMA's core purpose will help solidify the Association's role in the marketplace.
Develop a New Logo That Reflects Brand Attributes
A logo that connects to the attributes defined in the survey, is more modern, and can represent the true work of members should be developed.
Use the New Logo Consistently
After a new logo is created, it should be the only logo used to represent CSHEMA to strengthen brand recognition across the board—online, through communications, at in-person events, etc.
Leverage Power of Mission Statement, Core Competencies
Survey results indicated that the mission statement and core competencies are valuable for members. The Association should leverage this power.
The board endorsed the recommendations, and brand development commenced. In late May, logo and tagline concepts were tested with CSHEMA stakeholders. Feedback was taken into consideration, and the final concepts were presented to the board for approval in June.
The New CSHEMA Brand
A brand is more than the logo and tagline. A brand represents "who" an organization is. So, who is CSHEMA? Survey results defined the following attributes:
We emphasize safety, ensuring campus communities are protected, healthy, and sustainable.
We are professional, providing access to expertise and knowledge.
We are a community, a space to connect and network.
We are innovative, sharing creative solutions, new concepts, and best practices to continuously improve.
And we are leaders, empowering and improving the profession.
These are the concepts represented by CSHEMA's brand, visually displayed through the newly developed logo and tagline.
The circle encompassing the acronym symbolizes the "Plan, Do, Check, Act" method used to ensure safety and innovation on campus; conveys the community and support CSHEMA provides; and connects the global concept of safety management in CSHEMA's name.
The tagline focuses on CSHEMA's commitment to advance the profession through education and resources and desire to be the pre-eminent leadership organization for higher education EHS/
Maintaining red not only connects with CSHEMA's previous visual identity, but also represents leadership, determination, and courage.
The typography conveys the assertiveness and confidence associated with leadership and professionals.
The new logo and defined brand attributes, combined with CSHEMA's existing mission statement, vision statement, and core values, will help advance the Association and serve as a foundation for its future work.