The name and logo of an organisation have two distinct audiences.

The first audience is the members of that organisation.

To this group of people, the name and logo give a focus on which they attach their membership. It has heritage, giving a sense of history and origins. It represents ideas of those who have gone before and also the work which they have done.

The second audience is basically everyone else - our potential audiences and our potential members.

I suggest that it is this second audience which is most in need of a name which grabs interest and informs, as it is they who we are trying to attract to our concerts and to join us.

The usual response to initiatives of change is “it’s working OK as it is so just leave it alone.”

I believe that it’s not working.

I have been on radio on many occasions and have tried to get “aambs” or “double A M B S” or the “Australian Association of Men Barbershop Singers” across to the audience. The name is too long and the acronym has no meaning of its own.

I believe that we need a name which succinctly informs the listener of who we are and what we do.

At the moment, Council has considered this proposal favourably and two names are currently on the table.

Barbershop Harmony Australia

Barbershop Singers Australia

The first says more what we do and the second says more who we are.

Does this proposed name change effect what we do and how we are organised?

Well, yes and no!

AAMBS will remain the official name of the organisation. It will remain the name for bank accounts, incorporation etc.

The new name will be a trading name, our brand.

What does the current logo say about our organisation?

The graphic style is reflective of that period

when computer graphics were relatively

unsophisticated.

It contains too much information and yet

doesn’t attract the eye back for a second

look.

We need a graphic which says:

young

sophisticated

contemporary

active

and is memorable.

Do you think that this graphic does that?

Take a look at the SPEBSQSA logo and the current BHS logo I think you will see where we should be heading.

There is currently no logo design under consideration.

There is certainly the talent in our organisation to take on the design challenge.

We need something modern which says “barbershop” and “Australia”.