Magazine Sep/Oct 2018

After 70 years in operation and 20 years since our last logo change, we are unveiling an updated brand identity – which includes a new logo, colors, fonts and graphics. Our Club has made massive strides since its inception in 1948, and the new logo signifies our evolution and a revitalized direction for The Club as we transit the next milestone in our growth – our redevelopment. This new mark, which will be unveiled at the end of September, retains the eagle insignia to stay true to our core identity and to the American spirit and ideals. Its modernized and simplified design creates an emblem that: • Looks bold and confident • Looks accessible and welcoming • Looks relevant to the times • Lends itself more easily to myriad brand extensions • Better embodies our four attributes – Bold, Inclusive, Vibrant, and Positive Fromend September, you’ll start to see our new look on all communication channels within and external to The Club; and soon after, on all our products and merchandise too. By the end of this year, you can also expect a revamped and improved website that not only showcases a visual makeover, but will also see the addition of a range of digital services to augment your Club experience. A Bold New Us

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THE AMERICAN CLUB SEP /OCT 2018