THIS IDENTITY IS ALL ABOUT ADVANCEMENT
After 60 years of leading the association industry, the Midwest Society of Association Executives (MSAE) decided it was time for change. Longing for an identity that better reflected their current membership and offerings. They formed a task force and brought Mercury on board for a full rebrand.
Numerous options were considered and a new name was selected - Associations North. It is simple and concise. The plural form of association speaks to the multiple associations that form the organization, and “North” is both a geographical reference and an aspirational one. It is about reaching higher levels, moving forward, advancing.
The logo communicates forward motion and advancement as well. The typeface selections are modern and clean, and the colors are vibrant and energizing - a nod to the fun and enthusiasm that Associations North brings to all they do.
20 YEArs of proudly putting your best foot forward.