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ASTM's new logo, which is a part of the company's new brand identity.

ASTM International unveiled its new brand identity at the fall meetings of the ASTM board of directors in Seoul, South Korea. According to the company, the branding better reflects the expanding mission and global reach of ASTM and informs stakeholders of how the company can help facilitate global trade, ensure public safety and maximize business growth.

ASTM offers a range of products and services that include training, proficiency testing, certification and a new portal service compass.

“While ASTM is well known by those we serve, our new brand applies a unified approach to the way we communicate the outstanding quality of our work and the expertise of our members to all of our audiences worldwide," said James Thomas, ASTM president. "We have been through a thorough review process that has resulted in a brand identity that truly aligns with our mission and values, and empowers us to think and talk about ourselves in a more impactful way as we express what ASTM International is today.”

Central to the brand is ASTM's new purpose statement, ‘Helping our world work better.’ "The statement articulates succinctly why ASTM exists as well as its primary ambition. It states how ASTM engages with its stakeholders to help them solve problems through collaboration, it emphasizes ASTM’s international reach, and it expresses continuous improvement of the products and services we all use every day," said Thomas.
ASTM's logo was carefully refined, resulting in a less angular and more contemporary monogram. The new brand mark communicates progress built on solid and enduring principles, according to the company.
The new branding has been applied across the ASTM website, the ASTM magazine, Standardization News, the ASTM electronic member newsletter, eNews and its social media platforms.The comprehensive branding effort also involved the development of a new corporate video that shows ASTM standards improving lives around the world.
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