Can you imagine the "golden arches" in red? Or the "three-pointed star" turned upside down? These organizations would never allow such a usage, and here's why:

An organization's logo is a visual device that graphically defines its identity. Organizations go to great lengths and expense to promote the correct and consistent use of their logo because every exposure -- whether in print or online -- has the ability to strengthen or weaken an identity that has been built up over many years, one correct exposure at a time.

ASM is YOUR society, and it is the members and staff of ASM who are responsible for the correct use of the ASM logo in all official publications of the society, affiliate societies and chapters. When the ASM identity is used correctly at every level - local, regional, national and international - our entire society benefits. When used incorrectly, our identity erodes. That's why each of us should do his or her part to correctly use, protect and promote the ASM identity by following these guidelines.

The ASM Identity System projects a strong unifying theme that visually ties together all the communication elements utilized by ASM, our affiliate societies and our chapters.

The ASM Identity Guide is currently being revised. If you have questions, please contact the ASM Communications Officer.