PMI Rebrands Itself
Thomas Goebel, PMI Houston Communications Director
It’s been a bulls-eye and a globe. Now the Project Management Institute logo has a new look. On October 5, PMI Global rolled out a new branding initiative designed to capture the new work environment as it enters celebrates its 50th birthday and prepares to tackle the next 50 years.
After recognizing the need to refresh its brand, the branding team at PMI Global conducted a lot of market research and reached out to some of its 3 million stakeholders to brainstorm a look and message that would reflect the way work is changing. They wanted a way to show who PMI and its members should be in the future.
Using the tagline “The Project Economy™” to illustrate how most people are now working in teams on projects and portfolios rather than traditional jobs with static descriptions. The branding team has developed a “design language” to communicate the flexibility, agility, disruption, and transformation that defines the modern project economy. This design language consists of 9 icons, shown below. The icons are employed to project desired messages for chapters and initiatives.
Much work went into giving the chapters a say. PMI Global identified a number of “early adopters”, chapters that worked closely with the team to coordinate looks and messages. After a good deal of “back-and-forth”, chapters are incorporating the icons into their respective logos, while maintaining separate “local” identities. PMI Houston’s logo, for instance, incorporates a graphical representation of the downtown Houston skyline and the icons for “collaboration” and “determination”.
The initiative started with 5 different “general directions”, and through input from stakeholders and old-fashioned democratic processes was eventually whittled down to the final brand refresh course that reflects the new projectized environment of change and transformation.
The process is ongoing, with “super users” and staff members working hard to maintain rollout momentum by liaising with chapter representatives to ensure compliance and an easy transition. We are excited about this new direction and are certain it will serve PMI well in the coming years. Tell us what you think. Send comments to [email protected]