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11/14/2016 » 11/15/2016
HR & Employee Benefits Summit - 2016

IMA Rebrands

NEW IMA Logo to stimulate greater end user interest and purchases from the IMA members

New IMA and SIG’s logos have been approved that will enable end users to better understand where to go to contact expert resources for their incentive needs.


The November 2013 Strategic Planning Committee comprised of our future leaders representing every Strategic Industry Group came together to lay out the pathway for a new updated direction for the IMA and all its members.  The goal of the strategic planning Committee is to advance the mission of the IMA and to increase the use of incentives by corporations worldwide and to establish the IMA and all its members, no matter what SIG they belong to, as the experts.  The Strategic Plan was approved by your board of directors in February 2014.

The Strategic Plan called for a more appropriate branding that would enable the end customer to better understand what IMA and all the SIG’s could do to assist them and their businesses.

The following is the outcome from the Branding task force, assigned to develop a new inclusive branding. read more…)

In April:

Heidi Chatfield formulated and presented two creative concepts and presented to the Branding Task Force. The creative strategy was derived and formulated by the challenge outlined below:

  • The current branding of the IMA and its affiliated Strategic Industry Groups (SIG’s) is fragmented and confusing for a customer to understand who they would go to for resources for their incentive and recognition programs
  • The IMA is comprised of 8 different Strategic Industry Groups (SIGs) representing companies that share similar products and/or services that work together to meet the specific needs of its members.
  • Each SIG develops tools to promote its unique services to corporate incentive users.  The IMA SIGs include Global Incentive Council, Incentive Gift Card Council, Recognition Council, Incentive Manufacturers Representative Alliance, Incentive Travel Council, Performance Improvement Council, IMA Europe, and IMA Canada.
  • In order to establish a solid foundation for future success, it is necessary to remove the separate branded silos within the Association.  A more homogenous look unifies the IMA organization and makes it more apparent to end user targets that there is one unified voice in the industry.
  • The goal was two-fold  1) create a unified brand for the IMA that ties all entities together 2) refresh the brand with a more contemporary design that better complement the desired brand essence.
  • The desired brand essence is a more modern, creative, professional, and strong identity.
  • Acknowledging the IMA heritage, and strong following among its members, a conscious decision was made to build upon the established identity and mark as the IMA. 
  • IMA, as the parent organization, advocates for and promotes the use of incentive and recognition to improve business performance.  Therefore the IMA brand should be in the forefront of any SIG reference to ensure improved growth and adoption of the incentive marketplace. 
  • The proposed brand is a fresh modern design featuring an action oriented tagline that best compliments products and services we deliver to the marketplace – acknowledge, appreciate, award, achieve. In turn each SIG would be represented in a similar font style alongside IMA logo but differentiated with a unique color.

In May:

The initial creative was modified and circulated incorporating feedback from members at the April IMA Directors Meeting requesting modification to the word mark of a few sigs by removing the word Council which has a poor international connotation and is not customer facing.

Late May early June:

Each SIG board participated in conference call which reviewed the strategy for the rebranding, provided their feedback and revisions were made. The board approved the new IMA logo prior to the IMA Summit 

In July:

At the IMA summit the new brand was unveiled.

New brand standards for the NEW IMA logo are available through the IMA office or on the IMA site.


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