The Arkansas Lawyer
Winter 2002

Strong Programs + Strong Branding =
Strong Public Image
New Arkansas Bar Association Brand
by Pat Jones

     Last summer, a dynamic and diverse focus group of your Association colleagues began the process of developing a single symbol to represent the entire membership. Recognizing the need for an image which would serve the Association well in both traditional and new media, web design experts from Aristotle, Inc. were called upon, and the work began. It was my duty and privilege to guide the process. After studying the principles of good logo design and other bar association logos, your colleagues set the parameters for and selected the Association's new symbol described below.

   An abstraction of the familiar column theme made distinctive by its use of universal figures to represent the Association's greatest strength ­ members working together toward common goals.

     The solid reputation of this Association has been established over more than 100 years. It deserves a symbol in the new millennium which helps:
               • position the Arkansas Bar Association as the guardian of the highest ideals of professionalism                  and public service for the legal community of Arkansas; and

               • promote public trust in the legal profession that leads to a sense of pride in those who practice                   law
     One of the keys to achieving such goals in an increasingly competitive environment is consistent and persistent association of our symbol with our name and work. From frequent CLE sessions to the Annual Meeting, your symbol must have a prominent place, in print, on the web, in broadcast media and wherever members of this Association are making a difference. It is either a long-term commitment or a wasted effort.
     Today's marketing experts agree that "the brand is everything." So, look for it. Ask for it. Respect it because it's yours.