Concrete Products

MAR 2019

Concrete Products covers the issues that attract producers of ready mixed and manufactured concrete focusing on equipment and material technology, market development and management topics.

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14 • March 2019 NEWS SCOPE ORGANIZATIONS A new National Concrete Masonry Associ- ation brand identity includes logos, colors and core messaging, highlighted with a website launched late last month. The effort was facilitated by the NCMA Young Professionals Group, representing some of the industry's brightest and most prom- ising up-and-coming business leaders. Young Professionals drive new NCMA branding, logo, messaging Born over the course of several YPG meetings and gatherings, it centered on the belief that a new brand identity, coupled with a revamped and user-friendly website, will allow the associ- ation to communicate better with all audiences, from concrete masonry producers and sales per- sonnel to architects and designers. A bold new logo, composed of the 'NCMA' acronym in a vibrant orange tone, directly identifies the association as the color invokes construction. An "Equipping Better Building" tagline speaks to concrete masonry assemblies' broad, positive impact on buildings, structures and their users. "Equipping" communicates (a) providing better building with member prod- ucts, and (b) preparing industry professionals for better building with the technical resources, education, and advocacy work NCMA provides. The messaging likewise carries through to the overall energy behind the new web- site. Carefully devised over the previous year by an experienced team of writers, designers and developers, its sleek, modern look is visu- ally striking thanks to a colorful yet minimal aesthetic. This streamlined appearance wields purpose as well, as its functionality is a vast improvement over the prior version, NCMA officials contend. With simple layouts and straightforward mapping, the site provides an intuitive user experience through a smart, powerful backend, including optimized, quick search bars and more navigable library of tech- nical resources. The new also harbors a hub for recent news and updates regarding member companies and the industry as a whole, as well as the broader economy, and lends itself to a seamless experience on desktop and mobile devices. "We believe the new branding will not only add value for the Association and our members, but for the greater industry as a whole," says NCMA President Robert Thomas. "It's simple and conveys precisely what our members have been a part of for more than a century—better, stron- ger, more beautiful building." The site embodies content reflecting NCMA's role as the national trade association for pro- ducers of conventional building and articulat- ing concrete block, manufactured stone ve- neer, and segmental retaining walls.

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