CSI Brand Revitalization Update The New Brand Concept

These slides were presented at a meeting of CSI’s Northeast Region in Nov Before you use this presentation: -Read all the notes. -Read all the supporting documentation at -Consider changing the pictures to photos of your members.

What is a Brand? The sum total of members’, customers’, clients’, and prospects’ experiences and perceptions when they interact with CSI. Participants at Metro NY CSI product show

Leaders Are Messengers! CSI’s ideal brand is to be seen as: -Valuable to careers -A source for solutions Leaders broadcast this message through their activities. Metro NY CSI Leader

Brand Revitalization Goal If our members understand our role in construction, we’ll change how the construction community sees us.

Questions CSI Asked CSI’s Brand Revitalization Task Team discussed: What identity will deliver CSI’s messages clearly? What messages and visual look will demonstrate CSI’s credibility? How will CSI connect with our stakeholders, not just professionally, but emotionally? What will motivate individuals to join, purchase and pay attention?

CSI’s Mission To advance building information management and education of project teams to improve facility performance.

CSI’s Core Values A diversified membership base of allied professionals involved in the creation and management of the built environment Continuous development and transformation of standards and formats Education and certification of professionals to improve project delivery processes Creation of practice tools to assist users throughout the facility lifecycle

The CSI Experience 1) As an organization we are evolving to meet the needs of a changing building design and construction industry. 2) We connect all members of the building team to the information they need to effectively communicate and improve project delivery. 3)We’re the only community where you can network and collaborate with building experts across the design, building materials and construction disciplines.

Member Research Key Results Move to an initials-only name Deemphasize the “S” and “specifications” Keep the shield Use a “descriptor” –Example: CTIA – The Wireless Association Read the research at

Design Notes The shield is in CSI’s traditional terra cotta, because CSI remembers its roots. The blue communicates the organization’s professional focus. The italicized letters and white stripes (or “contrails”) convey that CSI is moving forward. The tagline describes CSI’s role in the construction community today.

Implementation Implementation date likely Jan./Feb. CSI will issue guidelines, post logos for download, record a training webinar, and offer sessions at region conferences. Chapters should use up old materials and phase in new logo with new materials.

Final Thought Logos & taglines aren’t nearly as important in defining a brand as what happens at a CSI event.

Questions Questions and Comments are welcome at For more information visit