A New ‘Face’ for Speech Pathology Australia

Speech Pathology Australia is proud to launch a new corporate identity, a new logo and a new image / ’look and feel’.  In 2009 our 60th year of operation, we embrace a bright future.

The Association strives for excellence, recognition and visibility of the speech pathology profession, and for the interests of clients with communication and swallowing difficulties.  Having prominent, consistent, strong branding ensures that we as the peak body for the profession in Australia, can reach these aims in a crowded marketplace where many organisations are vying for a high profile for their causes.

Our new corporate identity is viewed as a priority in the 2008 – 2010 Strategic Plan.  Three Key Result Areas are influencing this change: Public Awareness, Influential Organisation and Engaged and Informed Membership.

“Refreshing our corporate identity gives us all a great opportunity for new impetus; getting re-energised and involved with the Association.  We hope members will embrace this exciting change and continue to contribute to their vital, progressive Association.  Cheers to a new era!” said Dr Cori Williams, National President.

The Evolution of our Logo

In moving forward, it is always good to take a look back at where we have come from and how we have evolved as an Association. In 1949 there were only 20 speech pathology practitioners in Australia.  The Evolution of our Logo

Why the need for a refreshed corporate identity?

In the last couple of years, the Association has made a concerted push to raise the profile of the profession.  We have had increased dealings with Government figures, Representative Committees and the Media. Our recognition as the peak body for Speech Pathologists in Australia has seen a number of direct approaches from Government bodies, Media and the General Public.

We have outgrown our old corporate identity, which was implemented 12 years ago. Difficulties have been experienced utilising current aspects of the logo including the colouring, elongated style and the sharp edged feel.

By introducing a new corporate identity we are improving the ‘look and feel’ of Speech Pathology Australia. Our name, values, mission and purpose will remain unchanged.

The communication objectives for the new Corporate Identity are:

• Professional
• Modern, yet classic
• Memorable (communicating our messages)
• Dynamic, Progressive
• Bold and Confident (to represent the peak national body)
• Human, Friendly, Approachable
• Intelligent (reflecting our members’ professional status)
• Unique

The elements of the new Logo

It is impossible to sum up all the areas of speech pathology into one logo – we must remember that it is the words, concepts, photographs etc which all combine to get across the messages we wish to portray.

It was important that the logo capture the speaking and listening channels of communication, with swallowing a longed-for component, but which proved too difficult to capture visually in a logo.

The logo must also encompass all the age groups with whom speech pathologists work.

• The quotation marks represent all forms of communication
• The two quotation marks form the “S” of Speech Pathology Australia
• The blue and cyan are fresh, modern colours. 
• The typeface chosen is clean and contemporary
• Using quotation marks represents the profession giving a ‘voice’ to those whom speech pathologists work with: people of all ages with communication and swallowing difficulties.

We have removed the by-line ‘giving people a say in life’ in order to allow for flexibility of different
‘tag-lines’ to be used for different marketing campaigns and for various uses. Currently in use on selected stationery items: ‘More than Words’.

Sub-brands

There have been many sub-brands developed, to ensure a consistent visual identity across the whole Association.  Click here to view a few of these sub-brands.

Policy guidelines instructing members as to how they may utilise these sub-brands are available. click here for details

Who designed the new corporate identity?

Mark Smith of Hexagon Design was commissioned to develop a new corporate ‘look and feel’ for Speech Pathology Australia, in consultation with the Board, the CEO and senior national office staff. As well, feedback from members over the years was integrated into the brief.


Marketing documents for Members are available here