AmCham rebrand ditches the American eagle and focuses on ‘access to opportunity’

Australia’s largest international chamber of commerce, the American Chamber of Commerce in Australia (AmCham), has rebranded for the the first time in more than 50 years, setting free the American eagle from its logo in favour of common interests.

The rebrand aims to advance the reputation of AmCham and reframe perceptions of the brand in the eyes of its 1000 members and the broader Australian business community and centres on the statement, ‘Access to opportunity’.

AmCham logo pre-2014AmCham’s CEO, Niels Marquardt, said it was integral to rejuvenate the brand and showcase how AmCham provides access to opportunities that build foundations of stronger US and Australian commercial partnerships for members. “Since launching in 1961 AmCham has grown into the largest international business organisation in Australia, offering over 200 events and programs each year across the country and providing unrivalled access to opportunity in the international business space. Our new brand is an evolution of our past achievements and plans for the future,” he said.

“We have moved beyond the legacy American eagle, and have adopted an ‘A’ for Australia and America – along with access, referring to the access to opportunity we provide for our members. Our new look is intentionally more progressive and international, as more than half of our members are now non-American companies.”

The new logo reflects both Australia and America’s national flags, and continues to incorporate red, white, and blue, and feature the five-pointed star common to both.

Dominic Walsh, managing director of Landor Associates Sydney, the agency responsible for the new brand positioning and identity, said his team realised AmCham needed to drive its leadership position and distinguish itself as the hub for connections and relationships that provide sustained commercial outcomes for its members. “Since 1961 AmCham has continued to evolve with Australian businesses so it was only fitting for the brand to evolve as well.

“Over this time, AmCham has been developing a universe of connections for the Australian business community and assisting local businesses expand globally. The new logo and strategic direction -‘Access to opportunity’ – clearly communicates the invaluable service AmCham provides members and Australian businesses.”

Landor and public relations agency PPR are involved to drive awareness that, “AmCham is the premier international organisation in Australia that provides members exclusive access to thought leadership, communities of interest, policy advice, advocacy, information, and relationships.”

Iterations of the brand mark feature references to key sectors like technology, health, agribusiness and finance and trade.


AmCham 2014 rebrand logo brand marks





Peter Roper
BY Peter Roper ON 10 November 2014
Editor of Marketing Magazine and