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Behind the Transformation: IEEE SA Wordmarks

Susan England-Lutz, Brand & Marketing Operations Program Manager, IEEE SA

Globalization, technological innovation, emerging market needs, and new products… We live in a world where changes can take place by the second. Just as the world evolves, so do we at IEEE SA.

Since the 2019 World Standards Day, we have embarked on a journey of transformation to meet the needs of industry and lead as a globally open platform. A key part of this transformation included a new IEEE SA visual identity and positioning statement “Raising the World’s Standards.

“Raising the World’s Standards” is a rallying cry for IEEE SA’s future goals and aspirations. IEEE SA is a collaborative organization, where innovators work together to raise the world’s standards for technology. As we head into a new chapter in our ongoing mission, we remain focused on the development of standards and industry solutions that make technology better, safer, and more sustainable for humanity.

Why the transformation?

While empowering global collaboration and technological innovation continues to be our core focus, over time IEEE SA has expanded into new geographies, technology spaces, and industry sectors. As a result, IEEE SA has grown beyond standards development to encompass a full technology development lifecycle, from pre-standardization to market adoption and use.

Streams of new IEEE SA initiatives and work programs have emerged in recent years. The Ethically Aligned Design (EAD) and Digital Inclusion, Identity, Trust, and Agency (DIITA), for example, touch on topics such as ethical use of autonomous and intelligent systems, data security and management, privacy, and data agency. As standards and technology are essential in all aspects of life, we have launched new Registry Services, Industry Connections Programs, IEEE Conformance and Certification Programs, Alliance Management Services, and Open Source solutions to enable a greater breadth of focus.

With a bold new story to tell, IEEE SA has a new visual identity and statement.

What’s new with the IEEE SA Wordmark?

Our new wordmark — a symbol of collaboration and innovation — is the cornerstone of the IEEE SA identity. There are several interrelated elements at work designed to represent these ideas.

The font is striking and bold, underscoring the aspirational magnitude of the mantra “Raising the World’s Standards.” The supporting platform bar represents the core elements of our mission statement powered by the unmatched expertise of our volunteers and working groups as well as the foundational strength and resources of IEEE, the world’s largest technical professional organization dedicated to advancing technology for the benefit of humanity.

The “A” in IEEE SA reflects who we have become and where we’re headed:

  • It shows an arrow pointing upward, which connects to the word “raising” in our tagline and to the idea of constantly striving for the next solution and rising to the next challenge. IEEE SA is committed to addressing the global challenges of our time and to making the world a better place.
  • It resembles a caret and circumflex. The caret is used in mathematics and connotes exponential power. The circumflex, present in many languages throughout the world, symbolizes global communication, networking, and scope—with technologists and innovators working collaboratively across 160 countries.

IEEE SA Watermark Definitions

What’s next?

The new look encompasses our vision of empowering the world’s innovators to shape and improve technology.

Over the next few months, you’ll continue to see a series of stories about IEEE SA and its people aligning around this new direction: on the website, in the blog, in the news, in webinars, and in other publications. We invite you to be part of our journey of transformation. Together, we are raising the world’s standards.

Learn more about IEEE SA’s transformation

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Guest Contributor

The IEEE Standards Association (IEEE SA) is a leading consensus building organization that nurtures, develops, and advances global technologies. Providing a neutral and open platform to empower innovators across borders and disciplines, IEEE SA facilitates standards development and standards related solutions, such as technology incubation, alliance consortia formation, open source, etc. With collaborative thought leaders in more than 160 countries, we enable the collaborative exploration of emerging technologies, the identification of existing challenges and opportunities, and the development of recommendations, solutions, and technology standards that solve market-relevant problems. Collectively, we are raising the standards that benefit industry and humanity; making technology better, safer, and sustainable for the future.

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