We’ve changed our look. We’ve changed our colours. And we’ve even made a change to the light bulb, although it’s still the central signifier for the APG.

We’ve done it because it was time, and frankly, the previous identity was starting to look a bit out of date. 

We unveiled our new look rather grandly at the launch of the awards last week. And now it’s come to life.

But we would have nothing to show it all were it not for Chris Chapman of adam&eveDDB who originated the idea, guided us through the thinking and created all the assets. So a big thank you to Chris who did the whole project for us out of the goodness of his heart and to APG Co-Chair Martin Beverley who inspired the project and made it possible through the generosity of adam&eveDDB.

I’m going to quote our other Co-Chair Emily Harlock, in her speech as she put it so perfectly:

"Yes it’s still a light bulb. It’s always been a light bulb for the APG. But where it used to represent light bulb moments (I think), now it’s something visually simpler but more layered in meaning. As planners we’re in the business of illuminating - people, culture, brands, organisations. And as the APG we’re a homing beacon for the community of strategists - now and in the future. And it’s our community that will light the way even when it feels murky and unclear."

Thanks specially to the tireless efforts of Lexi Campbell, our Head of Events and Awards who is also an absolute whizz with the website and with Canva.

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Sarah Newman

APG Director