The new branding initiative from PCI - designed to reposition precast in the construction industry as well as to refresh the image of PCI as an organization - continues to gain momentum. After internal committee reports, presentations, and discussions at the PCI Convention in Palm Springs, the program will be stepping out smartly in 2006, spreading our message to the building and construction community.

Here is a few highlights of what’s to come:

2006 PCI Ad Campaign
Look for the start of PCI’s new advertising campaign early in 2006. The first ad in the series, featuring an award-winning project by PCI Producer Member Metromont, will appear in the January issues of Architectural Record, Building Design and Construction, Construction Specifier, and Architectural Products. This will be followed in February by a second ad, geared specifically for engineers, in Engineering News Record. Additional ads are planned to run through spring – all carrying a strong call to action and specific Web landing pages for tracking reader responses. You can view a downloadable PDF of the January ad by clicking More >>

The New PCI Logo
When it comes to updating the image of PCI, one of the cornerstones is, of course, the new logo. The experts tell us that logos are the heavy lifters in an organization’s communications image. The best logos convey deep meaning, both in how they physically appear (shape, style, color, typography) and in what they symbolically represent. Unveiled at the PCI Convention in Palm Springs, our new logo has a story behind its development, as every logo should.

We had a two-fold goal in developing a new PCI logo. First, we wanted to create a mark that visually communicated the essential nature of PCI as an organization and precast concrete as a construction material. Second, we wanted a symbol of PCI’s aspirations, both for ourselves as a trade association and on behalf of our members and their industry.

In meeting these requirements, the new logo had to represent as many facets of the PCI membership family as possible – producers, associates, and engineers in all market segments served by the precast concrete structures industry. Finally, it had to be simple and clean in form so as not to lose detail when copied, faxed, or otherwise reproduced. Keep all of this in mind as you consider the new PCI logo, shown to the left.

If you use a little imagination, I think you’ll be able to see the following attributes:

The arch stands for style; the box for structure. The blending of the two represents the fusion of art and science, of aesthetics and engineering.

The box and the arch can be viewed as representing, respectively, the building and the bridge.

The arch rising out of the box into the distance represents structural integrity serving as a base from which aesthetics can span, extend, and inspire new design possibilities – now and into the future.

The “PCI” lettering positioned below the symbol emphasizes the Institute’s role in supporting its members and fostering the growth of the industry.

The extended serifs on the “P” and the “I” convey stability and support, while the sweeping curves of the “P” and “C” visually tie with the sweep of the arch above.

The blue color retains continuity with the use of blue in previous logos, while freshening and heightening the appeal of the symbol.

New Looks for PCI JOURNAL, ASCENT, and Website
A new look for the cover of the PCI JOURNAL also debuts in January. Under the guidance of its new editor-in-chief, Emily Lorenz, the respected, high-quality content of the JOURNAL will be reorganized, and its graphic style updated, to make it more accessible and reader-friendly. ASCENT magazine will also be redesigned in both look and content, and a totally new PCI Website will offer visitors a fresh, intuitive look and experience based on their needs. So keep an eye for exciting new changes across the PCI communications spectrum as the new year takes shape.

The Importance of Communications and Collaboration
In looking back on the internal rollout of the branding program, and in listening to both praise and criticism from passionate, dedicated leaders and volunteers within PCI, I recognize, first, that we are changing some things that have not changed in many years, and second, that to an unprecedented degree PCI is affecting these changes using professional resources outside our traditional volunteer committee organization.

I believe that as our industry shifts to a higher and more sophisticated level in its second fifty years, PCI must do the same. At the same time, we need to do as much as possible to ensure all PCI stakeholders, many of whom have invested untold hours over many years in serving this organization, are made aware of new programs, goals, and objectives, and are offered the opportunity to contribute to their development.

In that spirit, our branding team will be creating a new resource – an “intranet” for the PCI branding initiative. This special, members-only Website will serve as the information hub for all aspects of the PCI branding initiative. In addition to providing information, this facility will include forums for feedback and ideas from PCI members. More detail on this resource will be provided at the Winter Conference in February.

Jim Toscas
PCI President

Cement shortages may be easing for the time being as cold weather brings an end to concrete placement in many regions. More >>