The essence of the Art and Science

ASAP’s corporate re-branding in early 2011 presented a not unusual problem: how to visualize the abstract.
Specifically, how to visualize alliance without resorting to tired and cliched imagery. A thoughtful, extensive and deliberate image search yielded a startling image of hot/cold, fire/ice – an alliance of colors and temperaments that captured the essence of the Association and became the core of their new identity, now used on all their communication devices.