Bensenville, IL – Over the past 25 years, members of the Electrical Apparatus Service Association (EASA) have changed in various ways to meet more and new demands of its their customers. They have added services and/or products to meet these customer needs. As a result, these changes have required them to become even more technical, their product offerings to be more sophisticated, and their business practices to be more efficient.
EASA’s technical expertise and training programs also have evolved and grown to help members meet these demands.
In seeing this evolution, as well as an increase in outside influences negatively impacting the electrical service industry, the Board of Directors made one of EASA’s major objectives in its current strategic plan to strengthen EASA’s position as the recognized authority in electro-mechanical systems.
The Marketing and Industry Awareness Committee oversees the association’s industry awareness campaign, which supports this objective in many ways, including (but not limited to) trade press articles, EASA presentations to outside organizations and EASA engineers’ participation in many outside standards groups.
Tasked with helping achieve the strategic objective mentioned above, it became clear to the committee that another effective component of its work should be a re-branding to include a new association logo and tagline. This would be a very visible change to its image that represents members to the users of its services, as well as government agencies (Department of Energy, Environmental Protection Agency, etc.) and other interested parties such as NEMA, IEC, IEEE, utilities, and various educational and standards-writing entities.
The MIA Committee and staff were determined to develop a new logo that would reflect EASA’s rich history and international representation, while also defining the association and its members as a progressive and a powerful resource. It helped immensely that the committee was diverse in terms of location (including international representation), size and market focus.
Along with the logo’s new design, the committee chose the tagline, ‘The Electro•Mechanical Authority’, which makes clear that members work on both electrical and mechanical equipment, and they are the experts in doing so. The previous tagline was ‘Reliable Solutions Today!’
The new logo design is intended to:
-Maintain the stable image of the past as the foundation via its deep blue colour
– Boldly proclaim EASA as the The Electro•Mechanical Authority for industrial and commercial markets
– Tie in the important international focus with a stylized globe that also points back to the new tagline
– Represent the industry in a unique way via the rotation reflected in the globe design
– Demonstrate the recycling nature of the business via the green colour of the globe.
Members can download the new logo from www.easa.com/logo.
George Flolo of The Flolo Corp. is the chair of EASA’s Marketing & Industry Awareness Committee.