IOA Rebranding - Member Feedback

The Way Forward: An Informed Design

In 2018, IOA partnered with Westfourth Communications to redefine the way we communicate about IOA as an organization and the Ombuds profession as a whole. From building foundational core messaging to establishing a mission statement, values, and tagline member outreach and member feedback have served as our roadmap to modernize the IOA brand. 

Here is a recap of the rebranding timeline to date:

During this multi-year process, we conducted a comprehensive, member-driven Branding Survey to establish the emotional and associative characteristics of the IOA aspirational brand personality. It resulted in the following terms:

ESTABLISHED, NUANCED, FRIENDLY, COLLABORATIVE, RESPONSIVE, INSPIRING

These foundational keywords are driving the design of a new, modern IOA logo. As we near the final phase in the rebranding process, we are engaging members to assist in determining the final direction.


LOGO A: "FAMILIARITY IN A TIME OF CHANGE"IOA Rebrand Logo Option A

In contrast to the evolution of the ombuds role, there is a calm stability in the retention of familiar elements found in the visual legacy of the IOA brand. Drawing influence from the current logo, this option reimagines the existing IOA Swirl, refreshing and repurposing it. Positive symbolic associations of this form includes efficiency, strength, and the ability to carry enormous weight. 

LOGO B: "EXPLORATION. OBSERVATION"IOA Rebrand Logo Option B

This modern direction leverages a stylized aperture to speak to the constructive problem-solving nature of the organization. An IOA that creates and sustains collaborative, empowering relationships by means of examination and focus on the things seen and unseen. The inward spiral graphic elements hint at collaboration and a culture of engagement that drives progress from the core of the organization.

LOGO C: "TRUSTED NAVIGATORS"

IOA Rebrand Logo Option C

This direction positions the ombuds as "true north" pointing towards progress, serving as a fixed point in a spinning world. Underlining the role of navigator, leading members in becoming more pro-active, relevant, and driven toward the achievement of fairness, justice, equity, and inclusion among communities and organizations served.

Provide Your Feedback

Please use the feedback tool below to rant the logos in the order of your preference. 

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Comments on "IOA Rebranding - Member Feedback"

Comments 0-15 of 3

Mrs. Janet D. Hill - Thursday, October 07, 2021
2001236830

I like the "trusted navigator" concept best. Over the years, I often felt like a guide (a navigator); offering options for moving forward as I spoke with callers/visitors. That is a great depiction of what an ombuds is/does! Second choice would be the "Explorations. Observations."

Sandra Moore - Thursday, September 30, 2021
2001241139

I love the trusted navigator concept....we do help people navigate the organization.

Sandra Moore - Thursday, September 30, 2021
2001241139

I love the trusted navigator concept....we do help people navigate the organization.

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