“We are so proud of the new brand we’ve recently revealed to the communities we serve, and the cities we plan to expand to soon. Our efforts were truly collaborative between our internal team here at AIM and Phenomblue. From the first time our teams met, we felt we had finally found the right partner to help bring our vision to life. We worked side-by-side, which was important to us, to make this a successful and seamless effort. Phenomblue did an excellent job in pushing us to take our identity to the next level, too. We couldn’t be more excited about our ongoing partnership and the opportunity to continue creating brilliant work together.” – Dr. Kandace Miller, President/CEO
Recently AIM revealed expansion plans, along with a new logo, name and branding effort at the Midwest’s premier business and IT conference, Infotec. AIM is a not-for-profit community organization that promotes technology to empower people, enhance organizations and create brilliant communities. Phenomblue has served as a proud partner in the rebrand and we’re excited to announce an ongoing partnership as AIM continues growing with the businesses, communities, organizations and individuals they serve.
The Omaha World-Herald explains, “The AIM Institute, which stands for Applied Information Management, will be known as just ‘AIM,’ with the tagline, ‘For those who seek brilliance.’”
As part of the rebrand we collaborated with AIM on, we conducted an initial discovery phase to determine why a rebrand was necessary. After gathering a deep understanding of the organization’s target market and desired positioning, we worked to modernize the brand, creating a powerful, cohesive story that conveys the variety, value and depth of AIM’s offerings. We leveraged their master brand to drive credibility and revenue for its lead products, Careerlink and InfoTec. We worked back and forth, evolving, even changing directions completely. Ultimately, our organizations declared the final AIM rebrand position and identity after much collaboration and many revisions. This was translated into external messaging, and a new mission statement.
“Rod Armstrong, vice president of strategic partnerships, based in Lincoln, said the organization was moving toward use of a ‘master brand,’ AIM, so the Lincoln office at the Nebraska Technology Park will be AIM Lincoln, and so on. ‘It just makes it easier to manage the variety of locations and services we do,’ he said,” as reported by the Lincoln Journal Star.
The new logo utilizes a simplified diamond shape to express AIM’s empowering, uplifting nature. The shapes visually imply the AIM initials and hold another diamond in the peaks. Through eye-catching interplay, these shapes compose a larger picture, symbolizing AIM’s internal structure and its integration with communities and individuals. The logo pays homage to AIM’s past and serves as a beacon to its future.