American Malting Barley Association releases new logo and branding strategy

The American Malting Barley Association (AMBA), a trade organization representing end users of malting barley including maltsters, brewers, and distillers, has released their new logo after a branding refresh process led by vice president and technical director, Ashley McFarland, who came to the organization last October. The existing logo had been virtually unchanged for nearly 40 years and was indicative of the founding roots of the organization. 

At a quick glance, the golden six-row barley head is what was most identifiable about the old logo, but what many did not realize is that the barley head was set in a pilsner glass shaped background. The nod to the brewing industry and its role in the organization’s history at the time was appropriate, but as AMBA seeks to diversify its membership, specifically bringing on more distillers, it was necessary to broaden the relevance of the image to ensure inclusiveness. 

That led McFarland to work with AMBA’s Communication and Membership committee to reimagine a logo that was very intentional in its focus on the malting barley itself – for all end users. Part of that process was to commission the illustration of a new two-row barley head that was both technically accurate and functional from a design perspective. The decision was made to also pivot from the previous color palette to a more natural green, but with a more vintage feel on the font choice. Scott Heisel, AMBA’s president, speaks favorably of the new image, “AMBA’s new Communication and Membership Committee enthusiastically endorsed a refreshed logo that worked with today’s wide variety of media. Ashley did an outstanding job of incorporating the Committee’s input into this versatile logo and I am looking forward to hearing what others think of the design.”

Thank you to everyone from the committee to the Board that provided feedback and support throughout the process. The new logo will be gradually implemented throughout all AMBA communication channels, including correspondence, reports, website, and social media.