Noted: New Logo and Identity for Data & Marketing Association by Jack Renwick Studio
“Two Slashes are Better than One”
(Est. 1992) "The Data & Marketing Association is the UK trade association for the data and marketing industry led by customer-first principles and a Code of ethics. The DMA has over 1,000 member organisations across the UK and almost a century of experience pioneering approaches in industry. Through the IDM, it continues to drive for marketing excellence through development and learning opportunities. DMA Talent's range of initiatives is inspiring the next generation into the data and marketing industry to help meet the needs of today and tomorrow. The DMA offers access to industry-leading events, the latest insight, advocacy, legal support and guidance. It anticipates and campaigns for the needs of the data and marketing industry through its close relationship with government and regulators. From the classroom to the boardroom, the DMA is driving the force of intelligent marketing, moving the data and marketing industry forward - for the good of marketers, businesses and most importantly, customers."
Jack Renwick Studio (London, UK)
The new brand, incorporates the learning, talent and membership divisions under a single entity and a new name - the Data & Marketing Association. It is part of the DMA’s ongoing mission to be the most customer-focused business community and the leading voice for intelligent marketing.
To help bring the DMA’s various divisions under one single entity, brand visualisations that emphasized ‘continuity’ and facilitated an integrated approach were essential. The new DMA logo, for example, makes a clear statement about who the DMA are and what it stands for. It includes a forward slash device to visually represent the DMA’s drive to better the industry.
Images (opinion after)
The old logo maybe had a decent idea in there somewhere — speech bubble/marketing/something — but the execution was uncomfortable and lackluster with an odd, italic lowercase acronym shoved to the bottom of a very awkward speech bubble. The new logo makes the acronym properly uppercase and look like a much more substantial organization — almost like a government initiative. The two slashes extracted from the stacking of the “M” and the “A” is a nice move and it creates a recurring identity element that works well throughout the identity. I wonder if it would have been too obvious (or too lame or too something) to highlight the slashes more in the logo, perhaps a lighter tone of blue, as I think the slashes can easily pass unperceived. I also wonder if the “D” should have had a stencil cut as well as it’s the only letter that’s complete. The full name is somewhat oddly tucked in the bottom left and flush right. I don’t have a better solution to offer though. In application, the double-slash works well in sub-brands, taglines, and other layouts interacting nicely with other elements. Overall, a good evolution with some interesting features.