Case Study

US Chamber of Commerce

Refreshing a century-old organization for its next century.

Program
Industry
Non-Government NGO
Stage
Enterprise

The U.S. Chamber of Commerce has represented the best of American businesses for over a century—from one-person start-ups to the largest employers in the world. It serves as their...

The U.S. Chamber of Commerce has represented the best of American businesses for over a century—from one-person start-ups to the largest employers in the world. It serves as their ally and champion on Capitol Hill, in the courts, in the state houses, and in markets around the world. No matter who or where its members are, the Chamber is their seat at the table and voice in the debate.

At the invitation of their new President and CEO, Suzanne Clark, COLLINS helped chart a fresh path forward into their next 100 years.

The through line of the American story, in its many permutations, has always been the opportunity for economic betterment. It’s created a spirit that is both infectious and attractive and probably accounts for much of the dynamism of the country’s economy.

However, that spirit has increasingly felt like a tall tale. David Grusky, the celebrated Stanford sociologist, describes it as a coin flip: "A big part of the American dream is that each generation will do better than the one that preceded it. That has been part of what's supposed to make this country special and distinctive. When it's just a coin flip, we're not living up to that commitment.” The economic system is broken.
It's not working for Americans.
It's not working for American business, and it's not working for politicians.

The Chamber recognized its potential power in meaningfully contributing to a solution. As the world’s largest business advocacy organization and with over a century of experience, it had the experience, scale, and relationships to push forward significant change. We defined their purpose as “producing and protecting opportunities for Americans to prosper from their hard work and pursuits.”

We created a new identity symbolizing the five distinct ways American businesses help citizens achieve their pursuits and the Chamber’s unique ability to connect them all. Whether Americans want to create better local jobs, build tighter communities, bolster state economies, strengthen the nation, or advance its global influence, they can count on the Chamber’s strength, experience, and foresight to work for them and their fellow citizens.

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Augments

Augments are add-on components or properties that enhance a design system’s performance. They introduce new capabilities, expand functionality and improve how the system works across contexts.

Vertical Compatibility

A performance property that ensures the brand system maintains coherence across all organizational levels—master brand to sub-brand, service, or product. It preserves hierarchy while delivering a unified experience throughout the brand ecosystem.

Modernized Heritage

Our mark draws from the circular heritage of American institutional seals—symbols of unity and trust—while shedding expected tropes like eagles and flags. Instead, it channels American mythos through stripes, symmetry and radiating optimism, creating a contemporary symbol of collective energy and forward momentum.

High Expressive Ratio

A performance property that signals a brand system’s ability to generate vast expressive range from minimal elements, resulting in a presence that is both concentrated and expansive.

Endurance Function

Because a brand accrues power over time, we engineer our identity systems to be both timely and timeless. Our designs avoid fleeting trends, favoring bespoke visuals and timeless principles.

Grid

A structural system enforcing consistency and adaptability across an enormous decentralized identity system.

Impact

Elevated the Chamber’s National Role

Repositioned the Chamber as a civic institution—lifting its status from business lobby to a leading voice in American economic renewal.

Shifted from Advocacy to Opportunity

Moved the Chamber’s brand narrative from defending business interests to advancing opportunity for all Americans—broadening its cultural and political relevance.

Rediscovered Their Own Story

Unearthed the Chamber’s forgotten origin as a force for national progress, reframing its past to better steer its future.

Consolidated Complexity into Clarity

Unified its sprawling influence—across local, state, national and global levels—into a single, legible symbol of American business leadership.

Reinvigorated Internal Pride

Staff reported a renewed sense of purpose and excitement, feeling part of a mission bigger than lobbying or legislation.