- Why Rebrand NMHC?
- Why Did NMHC Change Its Name?
- Who Designed the New Logo?
- Besides The New Look, Is Anything Else Changing At NMHC?
- How Would You Describe the NMHC Brand?
- What Kind of Research Did You Do to Inform the Rebranding Initiative?
- How Will NMHC’s New Branding Initiative Benefit Me?
- Do Any of These Changes Affect Capitol Hill Relationships?
- Does This Change Affect NMHC's Relationship With the National Apartment Association (NAA)?
- Are Address, Emails, or Phone Numbers Affected By These Changes?
1.WHY REBRAND NMHC?
In many ways, NMHC needs no introduction in the apartment industry, enjoying a long-standing reputation as the premier membership organization for leading industry executives. Over the decades, NMHC has invested in that brand in many ways, from having a top-notch team of experts on staff to producing high-quality content across all print, online and event platforms to delivering excellent customer service-and beyond. And while those values will never go out of style, honestly, our look was feeling almost as dated as the zippered jumpsuits that were all the rage 36 years ago when NMHC was first formed. It was time to refresh NMHC’s public face to better mirror our culture.
We also wanted to create the brand foundation tools that will help us remain true to our vision for NMHC as we continue to grow. After 18 months of work with Washington, D.C.-based Forge Branding, NMHC identified five characteristics true to its current role and consistent with its mission. They represent much of what built NMHC over the past 36 years but layer in a stronger leadership role, a richer, more comprehensive value to members, and a bolder presence as a U.S. economic force.
2. WHY DID NMHC CHANGE ITS NAME?
NMHC is all about the business of apartments. But for those unfamiliar with us or the apartment industry, that wasn’t always so obvious with our old name, National Multi Housing Council. Some people weren't sure what "multi housing" meant, since, after all, a block of single family homes could conceivably be "multi" houses. By making the simple change from the National Multi Housing Council to the National Multifamily Housing Council-and adding a powerful new tagline-we are able to more quickly and clearly communicate our primary interests, as well as the quality of our membership.
3. WHO DESIGNED THE NEW LOGO?
In staying true to our commitment to the highest quality in all that we do, NMHC worked with international design powerhouse Pentagram to lead our rebranding efforts, from designing a new logo to revamping the NMHC web site. The company is the creative brain trust behind some of the most beloved brands and iconic logos and has a client roster that includes the likes of Microsoft Windows, Citibank, Saturday Night Live, Saks Fifth Avenue, United Airlines, college football’s Big Ten Conference and New York City’s newest park, the Highline.
The logo, with its unique letter treatment and strong color combination, is a clever and sophisticated visual interpretation of both the industry we represent and the value we bring to our members. The overlapping letters are loosely reminiscent of a row house streetscape, suggesting connectivity among not only the apartment residents the industry serves but also the NMHC community. The brick red and steel blue colors evoke classic apartment building materials and serve as a reminder that the apartment industry remains, at its heart, a collection of brick-and-mortar companies in the business of providing homes for American renters.
4. BESIDES THE NEW LOOK, IS ANYTHING ELSE CHANGING AT NMHC?
More than just a new look and feel, NMHC is using our new brand tenets to update many of the services we offer. First on the list are a completely revamped NMHC.org website and two new newsletters - The Apartment Wire and Multifamily Markup.
5. HOW WOULD YOU DESCRIBE THE NMHC BRAND?
NMHC is where the apartment industry’s best and brightest come together to leverage smart decision making and collaborative action to shape a positive future for their businesses, the apartment industry as a whole and the local communities they help build. Our members and staff are smart and savvy, with a keen and discerning eye on the important big-picture issues, opportunities and threats that have the potential to impact the growing and changing multifamily industry.
6. WHAT KIND OF RESEARCH DID YOU DO TO INFORM THE REBRANDING INITIATIVE?
Working with Washington, D.C.-based Forge Branding, we launched a multi-month, deep-dive exploration of what the NMHC brand meant to our various stakeholder groups. As part of this brand audit, we used a combination of quantitative and qualitative research methods. We mined the results from our member needs assessment survey, held multiple NMHC Officer and staff input sessions and completed a number of in-depth interviews with key member executives. Thank you to all who took the time to provide us with invaluable input; you talked and we listened.
7. HOW WILL NMHC’S NEW BRANDING INITIATIVE BENEFIT ME?
Over the years, NMHC members have grown in size and sophistication into best-of-class companies. As the premier organization for the apartment industry, NMHC needs to keep pace with its members. The new changes to our look and feel more accurately reflect the industry’s dramatic evolution into a leading real estate class and serve as a reminder that we are an industry of advanced and professionally-managed enterprises.
8. DO ANY OF THESE CHANGES AFFECT CAPITOL HILL RELATIONSHIPS?
Hill staff will discover a more dynamic, easier-to-use website as a result of NMHC's brand evolution, with a corresponding fluency among NMHC government affairs representatives.
9. DOES THIS CHANGE AFFECT NMHC'S RELATIONSHIP WITH THE NATIONAL APARTMENT ASSOCIATION (NAA)?
No. NMHC and NAA will continue to partner under the umbrella of a Joint Legislative Program so the industry can speak with one voice.
10. ARE ADDRESSES, EMAILS OR PHONE NUMBERS AFFECTED BY THESE CHANGES?
No. NMHC's physical location in Washington, DC has not changed, nor have email addresses, URLs, phone numbers or mailing addresses.