November 08, 2023
AIA Corporation Rebrands With New Logo, New Website
The Top 40 distributor says the fresh look is a visual embodiment of its mission to its network of distributor customers, which it calls owners.
What’s in AIA Corporation’s (asi/109480) new logo?
Nothing short of the company’s mission and commitment to the distributors that are part of its network, according to executives at the Top 40 distributorship.
AIA announced Nov. 8 that it has rebranded with the new logo and a new website.
AIA Corporation’s new logo
“The rebrand is the culmination of a strategic journey which considered many factors, including conversations with key stakeholders and a deep dive into industry insights and future dynamics,” said CEO Nancy Schmidt, a member of Counselor’s Power 50 list of promo’s most influential people. “It is a declaration of our steadfast support for our owner community. AIA is not just a company; it is a partner in your journey, and our rebrand reflects that promise.”
On particulars, company leaders explained that the loop around the “AIA” font in the logo represents the wraparound support that the firm provides, symbolizing the idea that it’s there to empower success.
The “I” in the middle of “AIA” reflects an independent AIA owner/distributor proclaiming, “I CAN,” the company said. The swoop on the second “A” represents the firm’s partnership with AIA owners/distributors that “sends them soaring for success,” according to a description.
Stacy Price, AIA’s vice president of marketing, characterized the brand aesthetic as “visually smart, aspirational and empowering, while evoking a sense of calm in an otherwise fast-paced world.”
“In developing this,” Price told ASI Media, “we followed a strategic process that distilled input and insights from many sources, including our vision, purpose, core values and industry dynamics. However, the most important insights were gained through simply listening to our employees and AIA owners. The output of that strategic process was a robust, thoughtful brand strategy that articulates the essence of what we deliver to our owners every day.”
A new website was launched as part of the rebrand. It aims to provide what Price described as a seamless user experience, showcasing distributor stories and providing value through offerings like a Guide to Achieving Business Growth and an “ROI Calculator.”
Based on reported 2022 North American promotional product revenue of $154.9 million, AIA Corporation ranked 19th on Counselor’s most recent list of the largest distributors in the industry.