Taking inspiration from the dot above the MIA ‘i’, its circular form celebrates collaboration, networking, and fostering positive relationships while reflecting the core values and objectives of the association in supporting and bringing people together.
Speaking during her presentation on the MIA pavilion where she outlined the journey to the new brand, mia chief executive Kerrin MacPhie said: “Changing the identity of the MIA was something that I wanted to do not long after I joined in late 2021. But changing the look and feel of something that’s been around for such a long time and has so much brand equity and credibility, isn’t something you do quickly.“
“We now genuinely reflect what we represent, instead of having to tell people who we are.“
The team therefore worked on defining its mission, vision and values. In addition to the overall brand, she shared that the MIA’s accreditation, previously AIM accreditation, will now feature the new identity that has helped take the sector through and beyond the pandemic – resulting in nearly 700 members being part of the association’s huge community.
Describing the new identity as ‘a massive step’ Kerrin said: “Today we’re about inspiration. We’re about colour. We’re about bringing people together. We’re about so much. We now genuinely reflect what we represent, instead of having to tell people who we are. I believe that is a significant difference.”
She added: “We have been delighted with the feedback on our new identity with many describing it as really fresh, contemporary and inclusive.”
