We began with the logo. While a logo
should not be confused with a brand itself, it is without question a tremendously
important brand element. Our logo is an
easily identifiable insignia that represents
our messages and beliefs, speaks to our
past, and indicates where we hope to be in
the future. Given the importance of a logo
as perhaps the preeminent branding symbol and as a gateway into the entire process
of updating and energizing feel and style,
SIOR, after a competitive process, retained
the services of Spark Experience, an agency specializing in design and branding.
In working with us to develop prospective
refined logos, the Spark team conducted
several “audience discovery” sessions, in
We’ve been pleased by the response to
the new logo – and to the accompanying
tune-up of our website, as well as the new
Chapter templates for press releases that
feature the new logo - especially in those
cases where we’ve had the opportunity to
explain the thinking behind the changes
and discuss this sweeping process.
“While we are only at the beginning of this
journey, an extraordinary effort has been
made between SIOR members, in cooperation with outside resources, to accomplish
a great deal, thoughtfully and quickly,” said
Robert Thornburgh, SIOR [additional info
re: Chair of the SIOR Strategic Messaging
So Where is All of This
First, SIOR is planning an ambitious, pub-
lic-facing media relations effort over the
course of the year. That effort will involve
several core components:
• Development of a year round marketing
and public relations plan.
• Establishing a comprehensive "mes-saging matrix" and "elevator pitch"
which ultimately will be customized
across several industry wide segments.
• A continued and sustained effort to
secure strategic media coverage of the
organization and its members across
an array of media outlets and platforms.
• Working each day to position our members as the foremost thought leaders
and innovators in their respective fields
of expertise, such that media come to
rely on members as “go to” sources.
• Constantly identifying the critical trends
our members are involved with at the
local level and working to package
those stories into national features.
• Positioning what was formerly internal
SIOR news into outward-facing items
of use to end-users and of interest to
relevant media. Ensuring an actual
media presence at our conferences,
allowing members the opportunity to
get to know influential reporters and
To assist with that effort, after a competitive bidding process, SIOR retained the
services of The Marino Organization, a
global full services strategic communications agency with particular expertise in
all segments of the real estate markets.
While you will be hearing from Marino
if you haven’t already, their message is
simple: “help us, help you.” Together, we’ll
work to develop an efficient mechanism
GREAT ORGANIZATIONS NEED TO
STAY AHEAD OF THE CURVE AND
TAKE ON INNOVATIVE INITIATIVES
which they sat with a wide cross-set of
members and drilled down with them on
those particular attributes that they felt
defined SIOR’s brand.
Certain traits repeatedly rose to the forefront: Best-in-Class. Excellence. Innovative.
Professionalism. Exclusive. Taking those
characteristics to heart, Spark designed an
elegantly focused new logo. By sharpening
the design and turning to the aesthetically
pleasing platinum color, Spark was able
to design a logo that stays true to SIOR’s
traditions and classical values, while
also conveying a sleek modernity and
In terms of timing, 2016 and SIOR’s 75th
Anniversary presented a remarkable
opportunity. Given that the anniversary
year will inherently provide additional
opportunities for news features and organizational exposure, a year in which we’ll
publicly honor our past seemed the perfect
moment to begin the pivot toward the next
75 years of excellence, connecting the past
to the future.
“The timing struck us as just right, symbolically and strategically,” said SIOR Executive
Vice President Richard Hollander. “We felt
like the best way to honor our past was to
lay the foundation for sustained excellence
for decades to come.”