New ABM logo emphasizes 'business information'

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The new logo American Business Media unveiled last month is now available on the ABM Web site,, for member companies to download and use.

Separately, the ABM video network, which also made its debut last month, will increase its frequency from biweekly to weekly beginning May 2. New programs are streamed live at 9 a.m. Eastern on Wednesday mornings.

The new logo, which incorporates a graphic element of a globe inset with the letter "I" for information, reflects the continuing evolution of the industry the association represents, said Gordon T. Hughes II, president-CEO of ABM. "It's a powerful logo. It breaks through," he said. "It really says who we are as an industry and where we're going. We are, as the positioning statement says, 'the association of business information companies.'"

The previous logo, which was modified into a special logo commemorating ABM's centennial last year, was introduced in 2000 when the American Business Press changed its name to American Business Media.

At the time, Hughes said, the words American Business Media were spelled out to emphasize the shift from press to media, which itself reflected the importance of face-to-face events and digital media, as well as print magazines, to the ABM-member business model. In 2007, however, "We have absolutely reached the point where it doesn't matter how the business information gets out as long as it gets out," he said, adding that the reader/user decides which type of media he or she wants to use, not the media producer.

Late last year, ABM solicited logo design proposals from five agencies. "The same assignment was given to all of them," Hughes said. "The logo had to do three things. It had to tell our audience--whether it's Wall Street, Madison Avenue or the Beltway--that we are global, that we are digital and that we are about business information."

The winning logo, designed by the Ashway Group, still incorporates the words American Business Media, although they are now all lower case instead of all capitals. The words are red in color floating in a white background rather than white words knocked out of a red rectangle.

The word business is emphasized in boldface, and the logo includes a picture of a globe inset with a lower-case I. "This is the international symbol for information," Hughes noted. "I'm not a font guy, but I'm told this typeface, Verdana, is the most hip and modern font being used today."

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