Case Study



Case Study #3:
Association of Clinical Research Professionals


Alexandria, VA

New Identity/ Logo

The Association of Clinical Research Professionals is a 40 year old association that represents over 20,000 research professionals. The association has used the same logo since its inception. In recent years the association has made strides that have changed it's core philosophy and services offered. The decision was made to update the logo to coincide with the fundamental changes. With such an established brand the change was a sensitive subject and needed to be approached with care. ICG performed a complete brand analysis, conducting research and interviews with all levels of staff and members. After the brand analysis was completed, dozens of logos were developed, grouped in specific segments (global logos, technology, human/ high touch, and certified). The selected logo maintained the same layout and structure, yet added a modern three dimensional twist. It was recognizable, yet updated... much like the association itself.



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