CAA Gets a New(ish) Name
Founded in 1911, the College Art Association is the largest and most influential membership organization for visual art professionals — but they’d long realized that their name and visual identity didn’t accurately reflect who they are or whom they serve. In 2017, they partnered with Briteweb to create a brand identity that reflects the diverse, dynamic organization they are.
Before & After
A More Inclusive Identity for a Diverse Organization
By 2017, the College Art Association (CAA to its members) knew it was time for a change. Though their existing brand—and particularly their name—resonated with some, its focus on college and art excluded and even alienated many members. CAA engaged Briteweb to explore the possibility of a new, more inclusive name, and to create a new visual identity that reflects the spirit of their organization and its members.
Briteweb’s highly consultative process is designed to include input from a diversity of stakeholders, but our collaboration with CAA incorporated an unprecedented number of voices—including the organization’s 20-person Board of Directors, a number of key decision-makers within the organization and nearly 800 of CAA’s members.
By inviting this multitude of stakeholders into our strategic process, we were able to get a full and accurate picture of ‘who’ CAA is. The voices of those stakeholders led us to the conclusion that the best name for the CAA was…CAA. Not “College Art Association”, but simply the letters “CAA”—not entirely new, but not the same either.
We could not have been more pleased with the decision [to work with Briteweb]. From the deep research to the comprehensive strategy and presentations, Briteweb led our project with a full understanding of our needs. Since the completion of the project, several of our fellow organizations have mentioned they now have logo and branding envy.
— Hunter O’Hanian, Executive Director, CAA