Chamber unveils new brand identity

Nonprofit

Aug 27

Photo courtesy of Michigan West Coast Chamber of Commerce via Facebook

The Michigan West Coast Chamber of Commerce has introduced a refreshed brand identity and logo, marking a new chapter for the organization as it continues to serve as a catalyst, convener, and champion for the West Michigan business community.

The rebranding effort comes at a time of growth and transformation for the Chamber, which serves businesses in the Holland and Zeeland areas. The new logo and visual identity are intended to more accurately reflect the Chamber’s current role and future direction, while building on more than a decade of service since the merger of the Holland and Zeeland Chambers in 2012.

According to the organization’s announcement, the starburst logo introduced in 2012 was originally chosen to differentiate from the visual identities of the two former Chambers. More than a decade later, Chamber leadership identified the need for a brand that is more intentional, inspiring, and reflective of its evolving, trailblazing spirit.

To develop the new brand, the Chamber partnered with Holland-based marketing agency 2 Fish Company. The agency’s creative team worked closely with Chamber staff over several months to design a brand system that reflects the Chamber’s mission and ongoing impact across the region.

“Our new brand is more than a new logo—it’s a symbol of the momentum our members have helped us build. It reflects the bold, trailblazing approach we’re taking to strengthen our business community. We are grateful for the support of our members and excited to continue leading with purpose, creativity, and collaboration,” said Jodi Owczarski, President and CEO, Michigan West Coast Chamber of Commerce.

The updated identity will roll out this fall across the Chamber’s programs, communications, and media platforms. It will also be featured in the unveiling of the Chamber’s future home, which is currently under development.

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