Chamber's New Logo, Direction

October 7, 2005
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HOLLAND — A new look isn’t the only change in store for members of the Holland Area Chamber of Commerce.

As the new logo is implemented between now and December, the signs aren’t the only differences that members will notice, President Jane Clark said. Policies, procedures and events will be evaluated to see if they are giving members the most benefits — and if not, they will be changed. Some changes have already started.

“We want to make sure that everything we do is adding value to our membership,” said Clark.

She said the year is off to a good start with a new Early Bird Breakfast schedule and the Sept. 20 annual dinner, which deviated from the chamber’s past dinners by choosing the newly-renovated Baker Lofts as a venue and bringing in Dick DeVos, Republican gubernatorial candidate, as the speaker.

“I think we’ve really set a new standard for ourselves,” Clark said.

“We’ve added some programs over the past years and we’ve spiced up some of the existing events.”

One example, Clark said, is the Early Bird Breakfast, which has taken place traditionally on the first Tuesday of the month, and now will take place on the second Tuesday to solve the problem of losing meetings to holidays such as Labor Day and New Year’s Day.

The chamber also has added a golf league in the past year where participants sign up as singles and are put with three different people at every match to give them more networking opportunities.

“You really got to know everyone who was in the league with you,” said Liz Hoffswell, director of marketing.

With the new goals of adding value, Clark and Hoffswell said the new logo is meant to reflect that and more.

The goals of the new logo are to create a favorable and memorable impact, better represent the chamber and its members, reflect the chamber’s forward-thinking direction, communicate the chamber’s strength and benefits, build the chamber brand and enhance its credibility, and symbolize the Holland area business community.

“It’s clean, it’s modern. There’s really just not a lot to dislike,” Hoffswell said of the new logo, a more streamlined, stem-less tulip with a serif font and red and gray lettering.

While the former logo, also a tulip, lasted more than 20 years, Clark said it’s now time for a change.

“We can’t do the transition soon enough.”

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