The new identity for The Academy of Political and Social Science, AAPSS, was created to be a modern representation of their former logo. We took all of the elements that were working in the prior version, but we translated that into a strong presence made for today’s standards. The flying eagle concept was carried over into the new branding, still residing in a circle. By adding the established date, there is another, and more obvious layer that shows that this organization is legitimately steeped in history. However, by updating the brand identity, it’s clear that while there is history, AAPSS, is very much up-to-date.