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Greater Boston Chamber of Commerce Announces New Brand

Previous February 14, 2017 Next

Boston, MA – Today the Greater Boston Chamber of Commerce is pleased to present the results of a year-long rebranding exercise, which includes a new brand identity, website, office space and organizational principles. The Chamber began the rebranding exercise shortly after James E. Rooney began as the new President & CEO in July 2015.

“When I began my new role as the President & CEO of the Chamber, I spent the first few months on a listening tour learning more about what value people saw in the Chamber, and where we had opportunities to do more for our members and the Greater Boston business community,” said Rooney. “From those conversations, I heard that many people had outdated perceptions about what the Chamber was, who it was for and the role we play in the overall success of the region. To me, this was more than a marketing exercise, it was an opportunity for us to take some time as an organization to reflect on who we are, why we exist and to define a vision for the future of our Chamber and Greater Boston.”

The Chamber team, its Executive Committee and Board Members worked together to create a new set of principles, which are outlined below.

Our Purpose is to make Greater Boston the best place for businesses and people to thrive.

Our Mission is to be the convener, voice and advocate of our diverse and collaborative membership who drive Greater Boston’s success.

Our Vision is that our membership will fully reflect the industries and businesses of our economy, and together we will make Greater Boston one of the most prosperous regions in the world with economic opportunity available to all.

These principles are designed to guide everything the Chamber does, from programming and events to public policy and leadership development.

With these principles in mind, the Chamber partnered with Boston advertising agency and Boston Chamber member, Allen & Gerritsen to create and develop a new brand identity and website.

Allen & Gerritsen was the perfect partner in this brand exercise. They understood our vision, and pushed us to take a brand refresh to a brand transformation. The final result is a brand that feels truly reflective of our diverse and collaborative membership, the industries and people driving today’s economy and our region. Our brand now says, ‘this isn’t your Grandfather’s Chamber. There is something valuable here for everyone and every business.’ - James E. Rooney, President & CEO, Greater Boston Chamber of Commerce

“As a longtime member company, we’re so excited to partner with the Chamber on this initiative,” said Andrew Graff, CEO of A&G. “I’ve seen firsthand the positive impact the Chamber has on businesses, and the new brand identity and personalized user experience will undoubtedly help the organization to continue its incredibly successful track record by better connecting with current members while attracting new businesses and individuals.”

The brand and digital assets were designed to be member-focused and member-friendly using responsive technology, warm and inviting new colors, and imagery of our members to accompany their personal stories about why being a Chamber member matters to them and their organizations.

“For the last year, the Chamber’s Executive Committee and Board of Directors have set ambitious goals for diversifying and engaging the Greater Boston Chamber membership,” said Navjot Singh, Managing Partner, Boston Office of McKinsey & Company and Board Chair for the Greater Boston Chamber of Commerce. “To successfully reach these goals, we knew the Chamber needed its brand to reflect the type of organization that welcomes and serves all types of businesses and professionals from every size, sector and industry. Jim and his team have worked incredibly hard on this initiative, and we couldn’t be more excited about the terrific final product.”

In addition to the brand transformation, next month the Chamber will also move to a new office space on the 17th floor of the Clarendon Building at 265 Franklin Street in Boston’s Financial District. The space, designed by architecture firm Margulies Perruzzi Architects, includes 1,900 square feet of member-space which can be used for smaller Chamber events and programs, or as a co-working space for members when they are visiting the Chamber.

Visit BostonChamber.com to see our new brand in action.

About the Greater Boston Chamber of Commerce

We are the convener, voice and advocate of our region's business community, committed to making Greater Boston the best place for businesses and people to thrive. We help our members and Greater Boston succeed by convening and connecting the business community; researching, developing and advocating for public policies that contribute to our region’s economic success; and providing comprehensive leadership development programs designed to grow strong business and civic leaders.  Learn more at BostonChamber.com.