ASSE Considering Name, Logo Change

Over the past year, ASSE has worked with an expert branding firm (88/Brand Partners) to better understand perceptions about the Society, its name, logo and messaging (how ASSE talks about itself, its members and what they do to the world). ASSE’s Board of Directors wanted to hear from members, potential members and key customers to ensure that the organization is aligned with its future direction. Doing so will help grow the Society’s voice in the profession and enable it to be the go-to educational resource and leading safety standards developer. It will also strengthen member relationships and increase the Society’s and profession’s relevance among business leaders, young professionals and international audiences.

Through quantitative and qualitative research, ASSE explored many important questions: Do members, potential members and customers understand who we are and what we do? How do current members and OSH professionals identify with our organization, from our name and logo to our key messages? Do future and potential members recognize ASSE as a relevant resource, particularly since attracting young professionals is critical to our future? How can we increase awareness and recognition of ASSE and its members within industry and among business leaders?

The findings were compelling and led to two proposals:

  1. Change the organization’s name to American Society of Safety Professionals.
  2. Adopt a new logo.

ASSE’s Board of Directors voted unanimously on Jan. 31, 2017, to adopt these recommendations. These recommendations will now go before the elected member representatives at the House of Delegates (HOD) meeting on June 19, during Safety 2017, as motions to change the Society’s name and logo. If the HOD approves the name change motion, all members will then be asked to vote on that change in an e-mail ballot.

ASSE launched a microsite—www.assp.org/ourstory—to share more details on these proposals. You will also find a link to help you contact your delegate to share your thoughts or you can send an e-mail to brandfeedback@asse.org.

“The Board of Directors believes the future is now,” says 2016-17 ASSE President Tom Cecich, CSP, CIH. “Changing our name and logo are bold, significant proposals that we believe will position our organization for the future. Please review the microsite and the resulting proposals. I think it is the right time for a change but in the end we will make the decision for our Society together.”