The ISA brand visually supports the message and promise of the Society and what it stands for—to set the standard for automation. Building and maintaining the ISA brand requires vigilance, consistency, and professionalism. The ISA name, logo, ads, publications, and collateral materials are extensions of the ISA brand—tools to help build brand awareness and familiarity. Ensuring each point of visual and verbal contact consistently communicates the desired brand attributes fosters an emotional, enduring image for ISA employees, Members, partners, affiliates, and customers. The ISA corporate colors, design, and logo serve as ISA’s signature. This is ISA’s “trademark” and it must be protected.