At the same New York press conference where they announced plans for the PMA 2007 show, the organization unveiled a new logo. Taking the “global” feel from old logo and blowing it up into a new look, the organization seemed to stress their international reach rather than their photo/imaging roots.
When asked to comment on the new look logo, the organization explained that “interaction and community” were the driving themes that led them to the final design.
“In positioning the association to evolve with an ever-changing industry, PMA asked members what they valued from their association,” began PMA president Ted Fox. “Time and again, members cited three strong values: networking, interaction, and community. These elements have been incorporated into a mark that retains some impressions of the current logo, but have been contemporized to include the essence of these values.”
Fox also explained that the new logo does indeed include symbolism that speaks to the organization’s imaging industry focus. “At first glance, the new logo is a square made of many squares. These squares represent building blocks, with the strength and stability the symbology of a square provides. They also represent the individual pixels that make up the bigger picture. The interconnecting lines represent networking and interaction, while implying ‘worldwide’ by suggesting the latitude and longitude lines of a globe. These lines can also be interpreted as the weave that connects the photo imaging communities – our common needs and interests,” he added.
While the new look certainly takes the organization out of the “1950s TV” that they quipped the old logo had them in, we’re not sure we like this new look either. In an industry that is all about visual literacy and cutting edge digital technology, the new logo doesn’t capture that for us. I guess we wanted “cool”, something “now” that captures the essence of how hip digital has made photography these days. Instead we feel the organization simply delivered a logo. With tongue firmly planted in cheek, when you consider the Tigers quick ouster in the World Series, Bo Schembechler’s death and Michigan’s loss to Ohio State, we do understand there have been several distractions this fall in the Jackson, MI-area. So then, despite our humble opinion, we give the new logo our full support and look forward to a spirited PMA 2007 in Sin City.
