ACM is an American organization, which unites computing society across the United States. The association was established in 1947 and today has more than 100 thousand members all over the country. The main aim of the organization is the support and promotion of computing science.
The visual identity of the Association of Computer Machinery is modest and simple, yet its shape and color palette perfectly represents the main principles and philosophy of the organization, evoking a sense of reliability and trustworthiness.
The blue and white primary color scheme represents professionalism, expertise, and loyalty, accenting on responsibility and confidence of the organization and purity of its intentions. Sometimes the logo is printed in monochrome, and the black and white mix makes it look stronger and more powerful.
The logo itself is composed of a rhombus with a circle inside. The wordmark in the lowercase is placed in the middle of the circle. Both geometric figures of the Association’s visual identity symbolize balance and perfection. While rhombus, or Diamond, itself is a representation of protection and focus, along with people’s inner energy.
Despite the computing profile of the organization, its logo shows that people are the main value for ACM, and they are doing their best in order to spread their knowledge and make life more comfortable and easy with the help of computer science.
The delicate lowercase inscription in white is executed in a bold and traditional sans-serif typeface, which is very similar to Verdana Pro Bold, designed by Matthew Carter. It looks modest, year strong and solid, with its confident thick lines and neat distinct letterforms.