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ASTM International launches new brand identity

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World Cement,

ASTM International has launched a new brand identity to better reflect its expanding mission and global reach. The organisation has been known worldwide for its standards creation for more than a century and today its offerings go beyond standards to training, proficiency testing, certification and its new portal service, Compass.

These offerings significantly enhance the benefits ASTM provides to its stakeholders worldwide. ASTM President James A. Thomas explains, “While ASTM is well known by those we serve, our new brand applies a unified approach to the way we communicate the outstanding quality of our work and the expertise of our members to all of our audiences worldwide. We have been through a thorough review process that has resulted in a brand identity that truly aligns with our mission and values, and empowers us to think and talk about ourselves in a more impactful way as we express who ASTM International is today.”  

Helping our world work better

Central to the brand is ASTM's new purpose statement, ‘Helping our world work better.’ The statement articulates succinctly why ASTM exists as well as its primary ambition. It states how ASTM engages with its stakeholders to help them solve problems through collaboration, it emphasises ASTM’s international reach, and it expresses continuous improvement of the products and services used by all, every day. In addition, the ASTM logo has been refined to appear more modern and also to make it more usable across a range of media. The new branding has been applied across the ASTM website, the ASTM magazine Standardization News, the ASTM electronic member newsletter eNews, its social media platforms and on collateral materials. A new corporate video has also been developed to show ASTM standards improving lives around the world.

Adapted from press release by

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