Midlands Advertising Club announces new brand and name for 2021

American Advertising Federation (AAF) Midlands has announced their new brand, and name for the start of 2021. Previously known as American Advertising Federation of the Midlands, the board voted to drop the “of the” from their name for a more unified and succinct look.

Along with a new name comes a new brand. The refreshed logo shows a more modern font as well as a new color palate that was carefully selected by the board. Through rounds of revisions and votes, the board ultimately decided on a dark and light blue and a gold. The two shades of blue are to reflect the two rivers that run through the Midlands and the gold represents the coveted ADDY Award.

“The AAF Midlands rebrand is not just a refreshed message or look, but honestly the board's commitment to excellence in a year of tribulation,” said Jeff Lawler, AAF Midlands Board Chair. “Our team was carefully selected considering all levels of diversity and inclusion. From culture to industry, to age and gender, our board is a true testament to working together to make our organization stronger for years to come. We wanted the organization’s brand to reflect that as well.”

2020 challenged a lot of us to do a lot of reflecting. What was the most important to us? What do we want to represent? And how do we want to make a difference in our community?

Those are the questions that were considered at the beginning of the year, when the board decided to take not only one, but two, public service clients to provide pro-bono work to and when they decided to rebrand.

The last thing that got a makeover was AAF Midlands’ website. The previous site was outdated but most importantly, not ADA compliant. The communication chairs have worked diligently to make sure that the new website serves all members of our digital community, including those with disabilities.

With a new year, brings new opportunity. And with all the challenges that 2020 has presented, AAF Midlands looks forward to helping create a more inclusive and diverse Midlands.

About AAF Midlands
The Columbia Ad Club was founded in 1955 and is affiliated with the American Advertising Federation (AAF) which is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry worldwide. The affiliate’s name was changed in 2007 to AAF of the Midlands in order to enhance branding at the local, regional and national level. In 2021, the organization rebranded their logo, as well as their name, to AAF Midlands. AAF Midlands’ rebrand was not just a refreshed message or look, but a reflection of the board’s commitment to excellence.

AAF Midlands is a member of American Advertising Federation’s Third District, which represents South Carolina, North Carolina and Virginia. The AAF is dedicated to serving members by protecting and advancing advertising interests. AAF fulfills this mission through effective government relations, professional development, public education, advertising education, advertising standards, public service and recognition of excellence. To learn more about the organization and how to become a member, visit aafmidlands.com.


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