AWB launches brand update, new logo

Washington’s oldest, largest employer group communicates evolution with a new brand

The Association of Washington Business (AWB) unveiled its first major brand update in more than three decades, continuing an evolution that’s been underway for years.

“AWB is recognized as a strong advocate for private-sector employers and a healthy economy,” said AWB President Kris Johnson. “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 brand update builds on AWB’s mission to bring economic prosperity to all of Washington, emphasizing its unique ability to propel the state’s economy by convening diverse employers and driving bold solutions.

A new strategic plan has also led AWB to search for new ways to serve employers and communities, such as touring the state last summer and meeting with small-business owners to hosting the first Rural Jobs Summit this spring.

The most visible element of the brand update is a new logo designed by the Spokane firm Desautel Hege. CEO Michelle Hege said the blue colors in the new logo reflect AWB’s history while also moving the brand forward with a fresh feel.

The logo “bug” 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 AWB and Washington state.

On the web: Learn more about AWB’s brand update and watch a video at

“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 AWB’s brand update. “The new logo and other visual changes symbolize that evolution and signal to our members and others where we are going.”

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