Source: Irrigation Association

The Irrigation Association recently unveiled a new logo and tagline. The redesigned brand, revealed during the 2008 Irrigation Show, is part of IA's strategic plan to become the recognized authority on irrigation.

The new logo communicates the critical link between irrigation and making things grow, while the tagline, "Smart practices. Sustainable solutions," is a powerful message of IA's mission and its members' commitment to better water management.

"IA's logo has served us well for more than 30 years," said IA President Stephen W. Smith during the general session of the Irrigation Show 2008. "But as we expand our efforts to promote efficient irrigation and the importance of working with irrigation experts, we need a brand that helps policymakers, consumers and those outside the irrigation industry understand who we are and what we're about."

Increasing IA's role and visibility in the water management debate is a strategic goal of the organization. The new logo and brand will:

  • Communicate IA's role in bringing industry stakeholders together to define and implement water management best practices.
  • Support expanded efforts to promote efficient irrigation and the importance of working with irrigation experts.
  • Enhance IA's credibility with policy makers at the local, state, regional and national level.
  • Unify the association's major programs, including certification and the annual Irrigation Show.

The process for the new brand launch began in early 2008, with a market assessment by the association's board of directors and staff. More than 900 members provided input on the association's logo, with most reporting that the old logo was dated, and did not properly communicate irrigation's role in the green industry.