The Association of Public-Safety Communications Officials International debuted its new brand this week at its 77th Annual Conference & Expo, in Philadelphia.

APCO’s branding initiative was a deliberate process that involved almost all levels of the association, from the Board and Executive Committee, to active members and staff. The process unfolded over a period of a year and a half, and included a revised vision and mission statement, association description, formation of a marketing & communications department, and new logo and tagline.

The logo, which is the most visible aspect of the branding process, “conveys key elements about APCO,” said Barbara Myers, APCO’s chief operating officer, in a prepared statement. “It illustrates the union of people and technology, the two cornerstones of public safety communications.” She added, “It represents an evolution of the longstanding brand by utilizing a shield in the graphic, like the previous logo, and the same color palette, but modernizes the look to position APCO going forward.”