After 106 years as the American Society of Safety Engineers (ASSE), the nation’s oldest professional safety organization is considering changing its name and logo, in order to freshen its brand identity.
The ASSE could become the ASSP (American Society of Safety Professionals) early in 2018, if the new name is approved by the House of Delegates and individual members, all of whom will get a chance to vote on it.
Few Es in ASSE
Why the change?
Only 3 percent of the ASSE’s current members hold a Professional Engineer (P.E.) credential, for one thing.
The association also found that its members felt there was a lack of brand consistency and of one global brand.
The difficulty in attracting and retaining young professionals; the need to increase awareness and recognition beyond members to industry leaders and business and a desire on the part of members to deepen relationships with current members also factored into the decision.
“Overall, the research was viewed as a signal of our dedication to moving forward with a clear vision as well as of our understanding of the need to be relevant to future OSH professionals,” says ASSE President Thomas F. Cecich, CSP, CIH on the association’s website.
Global, yet "American"
Of six new name options presented to them, ASSE members and key stakeholders preferred the American Society of Safety Professionals. Global members indicated that they felt the word “American is relevant to the quality of safety.
A proposed new tagline, “Working together for a safer, stronger future,” won unanimous approval. A new logo also got the nod. The ASSE describes it as “an evolution of the old one, nodding to its heritage while making it feel more contemporary. The shield design of the mark continues to symbolize our collective strength as we all advocate for safety.”
Voting details
Members are encouraged to contact their delegates to share their thoughts prior to the June 19, 2017 vote at Safety 2017 in Denver, Colorado. Electronic voting for the membership will be open for 45 days following the House of Delegates vote.
Cecich knows which way he hopes the vote goes. “Changing our name and logo are bold, significant proposals that we believe will position our organization for the future,” he said.
If the new name and logo are approved, they’ll be introduced in the first quarter of 2018 with a refreshed website, and then in email templates, presentations, brochures and the journal, Professional Safety.
Read more and find the form for contacting a delegate at: http://www.assp.org/our-story/
