Monday, January 23, 2012

ASHRAE - President's Message

My fellow ASHRAE members,

I have some exciting news to share regarding a rebranding of our great Society. For more than 100 years, ASHRAE has provided guidance for HVAC&R. As time and technology have changed, so has ASHRAE, moving from focusing solely on HVAC&R to providing guidance for total building design, reconstruction, construction and operation.

In recognition of this evolution, ASHRAE is making some changes regarding how we brand the Society. Our promise for sustainability encourages us to improve the quality in the built environment while leaving a lasting legacy for future generations. The new ASHRAE brand supports our focus on improving engineering standards and our market position as a community of engineers and related professionals united by knowledge, mission and a code of ethics to design, construct and operate better places for people to live, work and play.

First, and most visible, is a refreshening of the ASHRAE logo. Market research showed us that the logo had a dated brand presence (the logo was created in 1959 to recognize the merger between The American Society of Refrigerating Engineers and the American Society of Heating and Ventilating Engineers) and that we needed a more modern look that fully reflects the evolving structure of the Society and our aspirations. Along with this logo, we have created an ASHRAE Logo Guide document to ensure that we maintain a consistent brand image.

In addition, we have created a tagline to help explain to outside audiences the expanded role of ASHRAE in the world around us. “Shaping Tomorrow’s Built Environment Today” presents ASHRAE as the dynamic and innovative Society it is today and promises our members, the industry and the world that whatever the future brings in the built community, ASHRAE will be at the forefront for research and guidance.

Lastly, we are doing business as “ASHRAE” vs. using our full legal name of the American Society of Heating, Refrigerating and Air-Conditioning Engineers. Use of ASHRAE reflects our global membership and that our services will continue evolving globally.

In addition, the rebranding coincides with a redesign of With this redesign comes better navigation, a better search engine and better tracking, all of which will help you find the information you need whether it’s for your role in the industry or ASHRAE.

An announcement regarding the rebranding was made today at the Society’s 2012 Winter Conference being held in Chicago. We also shared an inspirational video with the audience that tells the story of ASHRAE. You can view the video here.

Following the Conference, we will provide additional guidance and information for our grassroots regions, chapters and student braches on how this change impacts how these groups conduct business. In addition, we have created a Frequently Asked Questions document that provides answers to some of the questions you may have.

This is an exciting time for our Society! I look forward to working with you and our more than 52,000 members around the world to shape tomorrow’s built environment today.

Thank you.

Ron Jarnagin
2011–12 ASHRAE President

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