Internet Association is a trade association representing over 40 internet companies — from Amazon and Airbnb to Zillow and ZipRecruiter — at the state, federal, and international levels. In 2016 I was brought in to professionalize and grow the IA brand, develop creative processes and best practices, and eventually grow the team.
Iteration instead of revolution
Stakeholders liked the existing logo, but it was challenged on readability, an outdated typeface and color, an over-complicated SVG sunburst, and a mark that often fluoresced or became unreadable. Rather than a wholesale rebrand, we modernized iteratively — a weightier geometric logotype, a dark-blue color, and a simplified sunburst — using each rollout's successes and failures to guide the next.
Branding elements
The rebranding ethos was a simple idea: what if IA were one of the companies it represents? Borrow the recognizable design language of the tech industry to communicate industry ideas to government audiences already fluent in it — a style that became well known on Capitol Hill.