American Advertising Federation – Louisville Announces New Brand Identity

American Advertising Federation – Louisville Announces New Brand Identity

American Advertising Federation – Louisville Announces New Brand Identity

Aug 5, 2021

LOUISVILLE, KY – New Year. New Look. Same Commitment. Today, The American Advertising Federation – Louisville (AAF) announced the launch of its new brand identity in conjunction with the kick-off of the 2021-2022 club year beginning this month. The new branding modernizes the club’s look and more closely aligns the organization with its current mission, outlook, and direction.

The organization, founded in 1908 and known as the “unifying voice for advertising in Louisville,” has new branding after nearly 10 years. The new logo and font are both sleek and modern and feature a vibrant, playful color scheme incorporating a gradient of blue, purple, red, and pink.

“In addition to being a resource for advertising professionals, AAF-Louisville is keenly focused on supporting the on-going work to create a more inclusive, equitable, diverse, and forward-thinking industry for all,” said Elizabeth Kitterman, President of AAF-Louisville. “This new brand identity pushes us in that direction, modernizing our look to more accurately reflect where we are headed both as an organization and an industry.”

Bill Carkeet and Bret Terwilleger of Memphis-based marketing agency, ODEN, were tasked with bringing a fresh, clean, and colorful perspective to the 115-year-old national association. Local chapters were given the option to adopt the new branding for the 2021-2022 club year. In coordination with the new brand identity, AAF-Louisville has also refreshed its website ( which provides members with information, resources, and tools.

“This fresh new look for the AAF brings with it vitality and energy consistent with the ‘new AAF’ and will help to unify our grassroots network of clubs, chapters, and affiliates across North America,” said Steve Pacheco, President/CEO at American Advertising Federation. “The AAF is the only all-discipline-inclusive advertising organization in the United States. Because we represent so many facets in an ever-evolving industry, we feel the emblem of our mission must mirror our efforts.”

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About AAF – Louisville
American Advertising Federation – Louisville (AAF-Louisville) with more than 500 members, represents Louisville’s $1 billion advertising industry and is a Division I member of the American Advertising Federation. AAF-Louisville is a fourteen-time AAF Division 1 “Club of the Year” winner, receiving the award in 1993, 1994, 1999, 2000, 2002, 2003, 2005, 2006, 2008, 2009, 2015, 2016 and 2017 — competing with clubs in top-tier markets including Cleveland, Houston, Minnesota, New York, and Philadelphia. Originally incorporated on January 30, 1908, today’s AAF-Louisville is the area’s oldest membership organization for marketing, advertising, and other communications professionals. To learn more, visit