During the Fenestration and Glazing Industry Alliance (FGIA) inaugural 2020 annual conference, the association launched its new branding including a new logo and promotional video. On Jan. 1, the American Architectural Manufacturers Association (AAMA) and the Insulating Glass Manufacturers Alliance (IGMA) combined into FGIA.
Angela Dickson, marketing and communications director at FGIA, said, “That alliance called for the creation of a new brand to represent not just the combining of these two industry leaders, but to cast a vision for the future of FGIA. Much planning, creativity and thoughtfulness went into the development of the new logo, as well as the verbal and visual languages of the FGIA brand.”
Members of the AAMA and IGMA marketing committees and the AAMA and IGMA boards of directors held several meetings last year to gain insight from rebranding experts to determine the best path forward. Part of that initiative was considering the color, font and logo creation. This included the positioning line: “Your trusted resource, setting the standards for fenestration and glazing.”
As part of the branding process, primary personality traits of the brand were developed to help convey the character of the new organization the association stated: precise and detailed, knowledgeable, insightful and enlightening, design-driven, innovative and evolving. The branding strategy developed for FGIA calls for the AAMA and IGMA brands to appear with the FGIA brand in order to leverage existing AAMA and IGMA brand recognition.
FGIA stated its logo was thoughtfully designed to represent the unification of IGMA and AAMA. The logo is made up of a frame representing fenestration products and an opening, which represents glazing. The frame is offset, creating movement and dynamism, reflecting the innovation and intentional evolution that are two primary traits of the brand. The clean and bold font is versatile and modern, exuding clarity and confidence.
“The color palette is bold and modern, conveying our products’ connection with daylighting, sustainability and energy efficiency,” said Dickson.
Several FGIA members participated in a video promotion project meant to convey all the programs and services FGIA offers and the benefits of membership. Some of those interviews have been summarized in a video, relaying excitement around the new, unified organization. Some themes include combined synergies, the bigger picture, thought leadership and more.
Donnie Hunter, board chairman at FGIA, of Norcross, Ga.-based Kawneer Co. Inc., said, “It really brings together two organizations that have a long history, and a similar history, or producing documents and standards that help advance the industry [and] help keep the playing ground equal.”
The FGIA 2020 annual conference continues through Feb. 13 in Ft. Lauderdale, Fla.