ASHRAE new logoCHICAGO — The American Society of Heating, Refrigerating and Air-Conditioning Engineers (ASHRAE) noted that as the role of HVACR has progressed to incorporate many facets of building design, construction, and operation, ASHRAE has changed as well. Thus, the Society has announced an evolution of its brand to reflect those changes. Elements of the repositioning include a refreshed logo, a new tagline, and a change to using only its acronym.

The announcement was made at the ASHRAE 2012 Winter Conference, held in conjunction with the AHR Expo in Chicago.

The repositioning of its brand is said to be an acknowledgment of ASHRAE’s broadening scope beyond HVACR to include standards, research, publications and educational resources relating to total building design, energy efficiency efforts, and sustainable building technologies.

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