Presidents of Enterprising Organizations (PEO), has launched a new brand identity to help grow its business and reinforce commitment to its members.
The effort from Toronto-based Doug Agency includes a revamped logo, collateral, website and tag line: "Connect. Think. Grow."
The previous logo–a gold circle with the company’s name written in a serif typeface–had a "country-club" feel and didn’t "communicate the end benefit of what they ultimately provide," said Mike Welling, president and brand strategist at Doug Agency.
The new emblem uses the PEO acronym and three colours (red, green, yellow) each representing a word in the new tag line.
PEO.net is now more streamlined to better tell the PEO story and what the organization is about, said Welling.
PEO facilitates peer-advisory counselling for business professionals looking to enhance their leadership and business skills.
"So much of what they do, the success and the communication comes from one-on-one [communication]; the website doesn’t have to say it all," he said.
"In raising our profile in the market, we wanted someone in our corner to provide us with an objective, unbiased push in the right direction, and we found that someone in Doug Agency," said PEO president Leon Goren, in a release.
"Doug’s strategic tools really helped us distill the essence of what our brand offers, which in turn led to the development of our exciting new visual identity," he said.
A print and out-of-home campaign will launch next year.