The Association of Washington Business unveiled an update to its brand identity today — its first major rebrand in over three decades.

 “AWB is recognized as a strong advocate for private-sector employers and a healthy economy,” said Kris Johnson, president of the Olympia-based organization. “We believe our refreshed brand and new logo continue that tradition while also reflecting our members’ desire to see AWB find new ways to help businesses, employees and communities succeed.”

The most visible element of the brand update is a new logo designed by Spokane firm Desautel Hege. The logo itself represents the diversity of Washington’s geography and industries coming together, while the shapes in the top right corner represent the people who make up the community and diversity within both Washington state and the AWB organization. CEO Michelle Hege added that the blue colors in the new logo reflect AWB’s history while also moving the brand forward with a fresh feel.

“A brand is much more than a logo, and AWB’s brand has evolved over the last several years,” said Marty Dickinson, executive vice president at Umpqua Bank and chair of the committee that led the update. “The new logo and other visual changes symbolize that evolution and signal to our members and others where we are going.”

“Now more than ever, Washington state needs conveners — people and organizations that are capable of bringing together diverse groups and finding solutions to our shared challenges,” Johnson said. “Our goal with this brand refresh is to ensure that AWB is one of those organizations for decades to come. The new look serves as a reminder of our evolving role and the importance of the private sector. When employers succeed, so do communities.”