American Society of Agricultural and Biological Engineers

Uniting Engineers for a Sustainable Future

The American Society of Agricultural and Biological Engineers (ASABE) brings engineers together to solve one of the world’s biggest challenges: sustainably producing food, fiber, timber, and other resources.

Services

Brand Strategy, Brand Messaging, Logo Design, Visual Identity, Marketing Collateral

Problem

ASABE needed a brand that appealed to both their long-time members as well as a new generation. They wanted their brand to feel modern and forward-thinking without losing the respect they had built over the years. The challenge? Keeping what makes ASABE recognizable while making it more approachable for young engineers and potential partners.

Our Approach

Our research showed ASABE would benefit from a more engaging, accessible brand. Fueled by our findings, we worked with them to refine the organization's vision, update their logo, and choose modern colors and fonts. We kept the familiar polygon and globe but gave them a fresh, forward-looking twist. The new ASABE brand feels both established and ready to connect with the next generation of engineers.

01

A strategic blueprint

We interviewed and surveyed members, gauged public opinion, and reviewed the websites of similar organizations. This research helped us create a strong strategy that’s geared toward making the ASABE brand engaging and relevant.

ASABE professional organization style guide

Insights

01

We have s a significant opportunity to engage with younger people inside and outside our organization, but our current strategy is falling short.

02

While our existing visual identity has high equity with current members, it does not resonate strongly with people outside of our universe.

03

Reaching new partners will require highly targeted messaging that focuses on each segment’s end goal.

04

Members know that our Foundation exists to support the Society, but they are largely unaware of its potential to make a bigger impact.

05

There are significant hurdles to overcome to build awareness and trust with the general public.

Who is ASABE, really?

The bedrock of every great brand is a clear statement of purpose. Using the insights from our research, we worked with the ASABE team to refine their Society and Foundation vision & mission statements and develop a compelling tagline. Then we segmented that message for current members, prospective members, and key industry partners.

ASABE professional organization tagline concept image

ASABE professional organization web design mobile example

02

A logo for everyone

Our research showed that current members genuinely recognized and valued the existing logo – particularly, the globe and polygon. However, for the general public and younger engineers, the logo felt somewhat outdated and generic. We recommended keeping those recognizable elements (the globe and polygon) to retain the connection with current members, while giving the design a modern refresh and adding a tagline to make it more appealing to new audiences.

ASABE professional organization business card mockup

A fresh take

The new ASABE logo gives a fresh, modern twist to the original. We rotated the octagonal shape to add some visual energy and hint at ASABE’s forward momentum. The globe icon received a similar update, suggesting movement and progress, while the acronym now uses clean, modern typography. We kept blue as the main color to reflect stability, wisdom, and a connection to nature.

ASABE professional organization primary typeface

01

Söhne

Söhne is a modern sans-serif typeface inspired by classics like Helvetica, but with a fresh, approachable feel. It’s slightly wider and less rigid, giving it a friendly yet professional look. Söhne works well for brands aiming for clarity, trust, and a modern edge.

ASABE professional organization secondary typeface

02

Signifier

Signifier is a serif typeface that blends classic elegance with a modern twist. Inspired by traditional serif fonts but with sharper details and high contrast, it feels both refined and contemporary. Its unique design features make it stand out, giving it a sophisticated, slightly edgy look that works well for brands wanting to convey authority, style, and distinction.

#335ded

#1b152d

#000354

#6687fc

#9f96f3

#f3f6e7

#036c6c

#ffb154

ASABE professional organization event banner mockup

ASABE professional organization branded imageries

03

ASABE subbrands

As an international organization, ASABE has a wide array of regional groups, events, and initiatives. We created a defined sub-brand architecture for these different branches.

Established, yet relevant

The new logo, colors, and fonts come together to position ASABE as an established organization while accounting for the tastes and needs of emerging engineers.

ASABE professional organization conceptual web design page

ASABE professional organization metrics report mockup

ASABE professional organization web design mobile example in a flat mockup

The outcome of our work with Push10 leverages the equity captured in the Society’s previous visual identity, while presenting it in a fresh, contemporary design and enhancing it with clear messages about who we are and what we do that are meaningful to new and existing audiences.

ASABE

Dana Porter, Board President

VISIT THE WEBSITE

View Related Work

IPA Kappa Delta responsive design with a tablet and an iPhone mockup

Innovations for Poverty Action

With a fresh new strategic plan, IPA engaged Push10 to construct a brand platform and website aimed at captivating and motivating a broad audience of researchers, policymakers, and donors to unite in the battle against poverty.

John Templeton Foundation in Philadelphia Branded Image

The John Templeton Foundation

We helped reimagine the John Templeton Foundation brand and website to spark curiosity and catalyze conversation.

NPT responsive website design page in a tablet mockup

National Philanthropic Trust

National Philanthropic Trust is a leader in facilitating philanthropy on a global scale.