Article: After 71 years, ASTD changes branding to ATD

Employer Branding

After 71 years, ASTD changes branding to ATD

The global body is transitioning from the old to the new brand in a year and has announced the timeline on its website

Change took a long time to come for American Society for Training & Development (ASTD), 71 years to be precise. ASTD is finally changing its name to the Association for Talent Development (ATD). The announcement was made by ASTD President and CEO Tony Bingham in a May 6 event at the 2014 ASTD International Conference and Exposition in Washington, D.C.

“Now is the time for ASTD to adapt and meet you where you are, to align to where the profession is and where it’s going,” Bingham said. “This is a journey of redefining our brand and widening a path to a future that is grounded in the work you do in developing the talent of today and tomorrow.”

When ASTD was first created, it was known as the American Society of Training Directors. Today, ASTD’s membership and the entire profession have more influence and impact than the founding fathers could ever have imagined.

On its website, ASTD has put its new logo alongside the old one and it said that it was time for ASTD to take the next step to keep pace with the dramatic changes in the training and development space. The company has in fact created a timeline to showcase the transition. This month, the website is reflecting the co-branding of ASTD and ATD. By June-August, communities of practice, newsletters, magazines and social media will reflect ATD branding. From September to December, CPLP Prep program, Education offerings will reflect ATD branding and new social community platform launches will take place. The ATD branding will be complete in early 2015.

In a press release, ASTD stated, “Started in 1943 as the American Society of Training Directors, this organization evolved to become the American Society for Training & Development. As the scope and the impact of the training and development field has grown, the profession’s focus has broadened to link the development of people, learning, and performance to individual and organizational results. To better meet the needs and represent the work of this dynamic profession, on May 6, 2014 the organization announced its new brand: the Association for Talent Development. Reviewing many years of information, input, feedback, and analysis on the field’s changes and growth in scope led to this change.”

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Topics: Employer Branding, #ChangeManagement

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