ASTM International rebrands

SEOUL, South Korea (Oct. 24, 2014) — The American Society for Testing and Materials International (ASTM) has announced a new brand identity, including a new purpose statement, logo and website.

The organization unveiled its rebranding program Oct. 21 after the fall meeting of its board of directors in Seoul, according to an ASTM press release. The program is designed around the purpose statement, “Helping the world work better,” it said.

“While ASTM is well-known by those we serve, our new brand applies a unified approach to the way we communicate the outstanding quality of our work and the expertise of our members to all of our audiences worldwide,” said ASTM President James A. Thomas.

According to ASTM, “Helping the world work better” articulates both the reason for ASTM's existence and its primary goal.

“It states how ASTM engages with its stakeholders to help them solve problems through collaboration,” ASTM said. “It emphasizes ASTM's international reach, and it expresses continuous improvement of the products and services we all use every day.”

Based in West Conshohocken, Pa., ASTM has more than 30,000 members responsible for developing and updating more than 12,000 technical standards.

The old ASTM logo, which served the organization for more than 100 years, was refined into a less angular and more contemporary monogram, ASTM said.

“The new brand mark communicates progress built on solid and enduring principles,” it said. “These changes will also make our logo more usable across a range of media.”

ASTM's rebranding has been applied across its website, its magazine Standardization News, its electronic member newsletter, its media platforms and its collateral materials, the organization said.

It also developed a new corporate video that shows its standards improving lives around the world.