St. Paul, MN (December 19, 2001)—In 1908, the year The American Phytopathological Society (APS) was founded, most companies had little need for logos. But today, logos help simplify a world overrun with information. They offer a quick, visual reference for people as they search for specific information, organizations, and services of importance to them. And because the work of APS members continues to be increasingly important to a growing number of people, the creation of a distinct logo seemed one of many changes the organization needed to make in response.
“For years we simply used our official seal as a symbol of our society,” states Erik Stromberg, chair of the APS Branding Committee responsible for developing the logo. “But it wasn’t something that lent itself very well to being reproduced and it didn’t readily communicate the essence of what APS is about.” This, says Stromberg, became an increasing problem as APS began to grow and reach out to more and broader audiences. Having a logo, says Stromberg, will help create greater visibility for APS, and for the science of plant pathology as a whole.
The logo’s design is based on interviews with APS members and reflects the attributes members most associate with APS, “innovative, professional, forward thinking, global, collaborative, dedicated, and nurturing.” The predominance of the leaves is used to communicate the key message that the overall goal of a plant pathologist’s work is to ensure the health of plants. States Stromberg, “We think the logo does an excellent job of reflecting who we are and what we do. Exactly the things a logo is meant to do.”
The American Phytopathological Society (APS) is a nonprofit, professional scientific organization dedicated to the study and control of plant diseases, with 5,000 members worldwide.