American Society of Landscape Architects
The American Society of Landscape Architects (ASLA) is the national professional organization that represents landscape architects and the profession of landscape architecture. ASLA, first established in 1899, educates the greater public about the parameters of the profession and of landscape architecture’s crucial role in maintaining the health of the built environment. The Society advocates on behalf of its nearly 15,000 members with federal and state governments on issues related to the environment and sustainability. ASLA has chapters in every state of the union along with 59 countries worldwide.
ASLA was using branding standards developed in 1987; the world affected by landscape architecture has changed enormously since that time. Herter Design Group developed a comprehensive identity system to bring ASLA into the 21st century while respecting the long-standing history of the Society. Building on the existing logo, HDG transformed the horizontal lines and silhouettes of mountains into softer curves that appear to be layered one on top of another. Evocative of rolling hills or flowing water or fields of plants, the new graphic identity celebrates the primary components found in the work of landscape architecture.
The resemblance of the swirls in the logo to those of a fingerprint reflects a deliberate choice by the HDG designers. Adapting the unique conditions of a specific environment to create a space that is wholly unique is a crucial aspect of the work of landscape architects. Just as a person’s fingerprint are exclusive to them, a landscape design is specific to one place and we wanted that idea to be captured within the lines of ASLA’s new brand identity.
HDG developed a cohesive brand strategy consisting of print and digital applications to strengthen ASLA’s role as stewards of the built environment and environmental sustainability. An in-depth brand standards guide was developed to bring uniformity to ASLA and the individual chapters and various services provided by the Society.
The rebranding was introduced to the ASLA membership as part of World Landscape Architecture Month. Along with the opening of the ASLA Center for Landscape Architecture, the new identity confirms ASLA’s place as the representative voice of the profession.