(Alexandria, Va. – June 21, 2010) — The American Association of Family & Consumer Sciences (AAFCS) is welcoming its second century with a new branding strategy, which includes a new brand identity complete with an updated icon, new tagline, and redesigned website. The new face of AAFCS will be unveiled at the association’s 101st Annual Conference & Expo in Cleveland, Ohio, June 24, 2010.
“The new AAFCS brand is one that embodies the heritage and equity of the association, and we feel it is one all members, both old and new, will be proud to carry into our second century of serving individuals, families, and communities,” said Carolyn W. Jackson, CFCS, AAFCS executive director. “AAFCS has recently completed a transitional phase that resulted in a more streamlined organizational structure and a new mission statement, and we felt the timing was right to re-energize the brand.”
The new branding initiative includes three key components:
- New tagline: Because the challenges of everyday life are not one dimensional, the family and consumer sciences (FCS) profession draws from a broad range of disciplines to achieve optimal and sustainable quality of life for individuals, families, and communities. The ability to connect professionals across multiple practice settings and content areas to share knowledge, research, and experience is one of the strengths of AAFCS, and helps create more integrated solutions to today’s critical social and economic challenges. This idea has been captured in the association’s new tagline: Connecting Professionals. Touching Lives.
- New brand icon: The new, more contemporary brand icon is based on the Betty Lamp, which has been the symbol of AAFCS since 1927. The updated design focuses on the flame and its ability to illuminate the work of FCS professionals.
- New website: Finally, the new AAFCS website (www.aafcs.org) provides unique tools and resources to help connect FCS professionals, and highlights the research and work that the association and its members are doing to touch the lives of individuals and families.
Greensboro, N.C. based Quixote Group Research, Marketing and PR partnered with AAFCS to guide the branding initiative.
About AAFCS:
Based in the Washington, D.C. area, AAFCS is the only professional
association for family and consumer sciences students and
professionals from both multiple practice settings and content
areas. For more than 100 years, AAFCS has focused our mission
on providing leadership and support for professionals whose
work assists individuals, families, and communities in making
more informed decisions about their well-being,
relationships, and resources to achieve optimal quality of
life. Our members provide research-based knowledge about
the things of everyday life, including human development,
personal and family finance, housing and interior design,
food science, nutrition and wellness, textiles and
apparel, and consumer issues. They are early childhood,
elementary, secondary, university/college, and Extension
educators, administrators and managers, human service
professionals, researchers, community volunteers,
business people, and consultants who create
integrated solutions to complex social and economic
challenges.
For more information, contact Gwynn Mason at 703-706-4600, ext. 4621, 703-859-8235, or gmason@aafcs.org.