Looking for greater awareness in the ad community, the American Advertising Federation has developed a new logo and slogan. "The unifying voice of advertising" communicates what the AAF wants to be and already is, said Wally Snyder, president of the AAF, a group representing agencies, media and advertisers. "We decided to take a marketing approach and treat ourselves as a brand. We didn't really have a brand" before, he said. C-E Communications, Warren, Mich., helped the AAF create the logo.