As AIGA kicks off its annual design conference in New Orleans today, we are also thrilled to officially celebrate the organization’s expanded identity system launched across all 70 of AIGA’s U.S. chapters just a month ago. Building on a legacy of design for an organization like AIGA was no cake walk, but our collective goal with this effort was not to reinvent the wheel (or, in this case, the square), but to raise the brand’s visual energy by integrating a more contemporary and vibrant color and typographic palette, strengthening the tagline by making it more audible and more integral to the brand as a whole, and creating a system that allows each affiliate to create a unique logotype for their chapter, while connecting all chapters to one consistent but vibrant whole.