WASHINGTON -- ASTA on Wednesday unveiled its new logo, redesigned after its name changed from the American Society of Travel Agents to the American Society of Travel Advisors.

Zane Kerby, the Society's president and CEO, revealed the logo during the ASTA Global Convention at the Washington Hilton here.

Kerby called the logo "concise, simple and memorable," something that will capture and keep the attention of stakeholders.

He described its color palette as "energetic," something "vibrant and adventurous" like travel. It also includes a globe shape, something that has been consistent with past ASTA logos, Kerby noted.

The logo change comes in conjunction with ASTA's name change, which resulted from a year of consumer research to determine the term best used to describe an agent.

"The term 'travel adviser' was most appealing, positive and descriptive of the services they are looking for and the service you provide," Kerby said.

In addition to a new logo and name, ASTA is introducing a digital marketing campaign using the tagline, "We'll take you there." Kerby showed a video from the campaign, which was met with applause from agents. It will be targeted to consumers on Facebook and YouTube.

TravelSense.org, ASTA's website that has morphed into an online lead-generation site for member agents, is also getting an upgrade in conjunction with the other changes. It will have a cleaner, more modern look as well as live chat.

"It's a new day," Kerby said. "We have a new name, a new look, a new logo and a new and improved TravelSense.org to help you build your business." 

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