IACC announced the rebranding of the association from the International Association of Conference Centres (IACC) to the abbreviated IACC in all marketing instances.

However, there’s more to the rebrand than a simple shortening of its formal name. IACC said it has identified that the brand needs an update in order to represent all 378 global members.

In developing its new branding, the association conducted research with members and industry stakeholders across four continents. IACC worked closely with members and industry ambassadors to talk about what the brand said about them now and what members wanted it to stand for in the future.

IACC said it then took these findings and concentrated all ideas into a set of brand pillars, which are revealed below.

IACC’s Brand Pillars

  • Exclusive meeting venues, by design.
  • At the forefront of meetings innovation.
  • Globally connected network of passionate members.
  • Curators of exceptional meeting experiences.

“This is a monumental time in IACC’s 35-year history,” said Alex Cabañas, IACC Global President. "We are an exclusive association of the brightest minds and exceptional meeting venues in the world and we are excited to celebrate who we are today and who we want to become with this fresh new logo and identity."

The new logo has been designed to reflect a sense of symmetry, with each shape overlapping in unison to further illustrate the strength and alignment of universal connectivity. The four symbols represent the four brand pillars which are the signature qualities and attributes that exemplify the IACC experience. 

Following the launch, the new brand will be at the heart of new publications, communications and marketing and in a soon-to-be-relaunched website. Check out the new IACC reveal video below.