BRAND IDENTIT Y GUIDELINES1BRANDIDENTIT YGUIDELINES2023BRAND IDENTIT Y GUIDELINES2MISSION STATEMENTMissionTo make communications professionals smarter, better prepared and more connected through all stages of their careers.VisionPRSA provides an exceptional member experience that educates, inspires, guides and galvanizes a diverse community of ethical, strategic communications professionals.About PRSAThe Public Relations Society of America (PRSA) is the leading professional organization serving the communications community through a network of more than 400 professional and student Chapters in the U.S., Argentina, Colombia, Peru and Puerto Rico. Guided by its Code of Ethics, PRSA empowers its members to succeed at every stage of their careers through a wide breadth of premium professional development programs, exclusive networking events and leadership opportunities. Signature events include the Anvil Awards and ICON, the premier annual gathering for communications professionals and students. For more information, visit prsa.org. BRAND IDENTIT Y GUIDELINES3MAINTAINING BRAND CONSISTENCYDo any of these statements sound familiar?• “We made a minor update to the logo.”• “We’re tired of the old logo.”• “It’s fun to print the logo in different colors.”• “It’s a new conference, so we created a logo specifically for it.”• “It’s not a new tagline. It’s just a different way of conveying the same thing.”Historically, consistency has meant two things in branding. First, it refers to the implementation of a brand’s visual identity and tone of voice across all customer touch points. Second, consistency is a qualitative and quantitative measure of a brand’s ability to repeatedly deliver the experience it promises to its customers. For the purpose of these branding guidelines, we’ll focus on the implementation of PRSA’s visual identity.With more than 100 Chapters, 10 Districts, 14 Professional Interest Sections and nearly 30 Committees, maintaining a consistent brand across all of PRSA’s communities is a difficult task. Still, most theories of brand creation and management include consistency as a major component of the process.For that reason, PRSA must insist that all marketing vehicles and other forms of written and electronic communication intended for consumption by members or the general public endeavor to consistently reproduce PRSA’s unique identity, which enables our organization to be easily recognized, distinguished from other brands and trusted to deliver on our mission: “PRSA helps communication professionals become smarter, better prepared and more connected through all stages of their careers.” This is true whether delivering communications via traditional or new forms of media.BRAND IDENTIT Y GUIDELINES4MAINTAINING BRAND CONSISTENCYAs a representative of PRSA, you have a unique role to play in making certain that your Chapter, District or ...
