Our name and look has changed, but who we are remains the same.
As we rang in a brand new decade, one that would mark our 110th birthday and a leadership transition, we reflected on our values and community perception. Our staff and board worked together to discuss what our “personality” was as an organization, and we came up with four distinct traits:
Here’s a little more about what each of those terms mean to us:
Innovative: introducing new methods; advanced and original
Bold: an ability to take risks; confident and courageous
Spirited: full of energy, enthusiasm and determination
Accomplished: highly trained or skilled; good social skills
Once we agreed on our internal personality, we wanted to make sure that our visual identity lived up to it. We embarked on a journey to find the next generation of our brand.
Our first order of business was to simplify our name. We understood that many people already shorthand our organization to “the Chamber,” so we decided to acknowledge that in our new name: Lake Champlain Chamber. We feel this name is more direct and easier to use. It’s also more contemporary while still maintaining the heritage and core mission of our organization.
We also wanted a mark that exemplified our personality. Our previous mark served us well for many years, but we felt it was time for a refresh that better spoke to our core principle: we are better together. We believe our new logo is a visual manifestation of this principle and pays homage to our forward momentum and focus on creating opportunity for all Vermonters.
When we undertook this work, we had no idea that world events would shape our priorities as they have these last months. We’re proud of our new look and are so excited to finally share it with you. We want to make sure you know that while we have taken on a new visual identity, the heart and soul of the Lake Champlain Chamber has not changed. The challenges we face fuel our passion and we are dedicated to Vermont’s economic vitality and creating economic opportunity for all. But we can’t do it alone – we’re more powerful together.