APICS CEO Abe Eshkenazi says, "The rebranding signals to the world APICS's transformation. Over the past year we've repositioned APICS to better serve members and customers and to bring to the forefront our organization's commitment to supply chain excellence, innovation and resilience.

"APICS is the largest affiliated community of any supply chain organization in the world," Eshkenazi says. "We are responsible for building, validating, and maintaining the body of knowledge for our profession; and our certifications are the industry standard. "We want this new brand to reinvigorate connections with our global network of members, volunteers, partners, instructors, academics and corporate clients and continue to heighten the value and contributions they bring to their organizations' success."

Concurrent with the rebranding, APICS is simplifying its name and releasing updated logos. Founded in 1957, APICS outgrew its original name years ago ("The American Production and Inventory Control Society") and gradually transitioned to APICS The Association for Operations Management. The new brand acknowledges the evolution of the word APICS from acronym to full name.

The refreshed brand includes new corporate, APICS Foundation, North American Chapter and Channel Partner logos; a digital-friendly color palette, a suite of new marketing materials, and an updated website.

Members had the opportunity to preview the new branding at the APICS 2013 annual conference September 29-October 1 in Orlando. Eshkenazi says, "Our brand, name and logo are important symbols that communicate who we are and what we stand for and deliver. This rebrand is an opportunity to refresh our look and modernize how we represent ourselves to members, customers and the supply chain community at large."

Source: APICS