April 2021 - 10

Brand Refresh
ACBL updates logo art, website to promote
game to a wider audience

F

or decades, the ACBL
logo - technically,
its " seal " - has been
the familiar blue or
black spade symbol, ringed with a
matching-color circle and embossed
with the initials of the organization. Duplicate bridge enthusiasts,
accustomed to seeing this art, have
long associated it with their favorite
game. But faced with demographic
changes that present serious challenges to retaining and recruiting
new members, ACBL marketing
officials began to wonder if the logo
The new ACBL logo incorporates elements from the art deco period - a nod to the
was in need of refreshing in such a
time of the game's origin - and contemporary design stylings.
way that let prospective members
know what the American Contract
many of the organization's policies
Bridge League is at a glance.
" A hybrid of online and face-toand practices. Even the ACBL's
Also, the ACBL website - last
face bridge is our future, like bricklongtime symbols came under the
updated in 2014 - is an enormous
and-mortar stores that also have
microscope.
hub of information for the memberonline shopping, " says Stratton,
" Traditionally, we reach new
ship. But the site, which had grown to
who inherited the beginnings of
members through clubs and
more than 3000 pages, was badly
the logo update from her marketing
teachers, " says Stratton.
in need of a cleanup and
predecessors at ACBL.
" Going forward, however,
reorganization to assist
" As we focus on the brand refresh,
the effectiveness of
members with finding
the main question is always, 'How
our digital outreach
items of importance
do we attract new members?' The
will also impact our
more easily, with the
logo change is part of that. Do
future, especially
focus being on the
nonmembers understand what our
as we try to attract
most popular sections.
logos and initials mean? If you're
young and middle-age
Mary Stratton, the
already in the club - pun intended
adults, many of whom
ACBL's director of
- you know what they are, but what
ACBL's new seal,
play their favorite games
marketing, came to the
about those we want to join us?
displaying all four
exclusively online. "
League in the spring of
We've discovered that the old logo
suit symbols
When
the
pandemic
hit,
2020, just as COVID-19 was
suggests the card game Spades to
ACBL officials decided to
forcing the organization to
some nonmembers, while the word
make lemonade out of lemons by
curtail face-to-face play. As with
'bridge' leads others to think we're
examining the ways that online
many other businesses during this
an engineering or architecture
bridge could expand the orbit of the
period, the virus-imposed disruption
firm. "
League's reach.
provided an opportunity to examine
These factors led the ACBL

10 | Bridge Bulletin | April 2021



April 2021

Table of Contents for the Digital Edition of April 2021

In First Seat - Paul Linxwiler
Inbox -Letters to the Editor
A Message from the President
Brand Refresh
Belated Honors - Palmer & Sutherlin enter HoF
2020 Mini-McKenney Winners
Grand Reopening
Ace of Clubs Winners
Masterpoint Race Winners
Your Mother and Father Should Know
A Helping Hand
Scoring at Bridge
Consults with the Doctor - Dr. James Sternberg
In Memoriam - Gary Zeiger (1953-2021)
Club News
Ruling the Game
The Bidding Box
It's Your Call
Card Play 101 - Phillip Alder
Parrish the Thought - Adam Parrish
Reasoning with Robert - Robert Todd
West Hands -Bidding Box
Startup Bridge by Lynn Berg
Lessons Learned by Michael Berkowitz
Bidding Basics by Larry Cohen
Ask Jerry - by Jerry Helms
Mike's Bridge Lesson- by Mike Lawrence
Committee Appointees
East Hands -Bidding Box
Chalk Talk- Eddie Kantar
Defensive Maneuvers - Paul Ross
The Real Deal - by Larry Cohen
Challenge of the Month
Boehm on Bridge
Better Bridge with Bergen
Bidding Matters - by Karen Walker
Test Your Play
Election Notice
Mike's Advice - Mike Lawrence
Solutions to Test Your Play
My Bridge and Yours - by Frank Stewart
Dear Billy - by Billy Miller
Bridge with the Abbot - by David Bird
Big Games
George's World - by George Jacobs
New Life Masters
Life Master Milestones
Obituary -Enrico Pagani Sommi (1943-2020)
In Memoriam
Obituary - Roman Rommelfanger (1944-2021)
Obituary - Marvin Shapiro (1927-2021)
Obituary - Gerald S Kibbey (1927-2020)
Tournament Directory
April 2021 - 1
April 2021 - 2
April 2021 - 3
April 2021 - 4
April 2021 - 5
April 2021 - In First Seat - Paul Linxwiler
April 2021 - Inbox -Letters to the Editor
April 2021 - 8
April 2021 - A Message from the President
April 2021 - Brand Refresh
April 2021 - 11
April 2021 - Belated Honors - Palmer & Sutherlin enter HoF
April 2021 - 13
April 2021 - 2020 Mini-McKenney Winners
April 2021 - 15
April 2021 - 16
April 2021 - 17
April 2021 - Grand Reopening
April 2021 - 19
April 2021 - Ace of Clubs Winners
April 2021 - 21
April 2021 - 22
April 2021 - 23
April 2021 - Masterpoint Race Winners
April 2021 - 25
April 2021 - Your Mother and Father Should Know
April 2021 - 27
April 2021 - 28
April 2021 - 29
April 2021 - A Helping Hand
April 2021 - 31
April 2021 - Scoring at Bridge
April 2021 - 33
April 2021 - Consults with the Doctor - Dr. James Sternberg
April 2021 - In Memoriam - Gary Zeiger (1953-2021)
April 2021 - Club News
April 2021 - 37
April 2021 - Ruling the Game
April 2021 - 39
April 2021 - The Bidding Box
April 2021 - 41
April 2021 - 42
April 2021 - 43
April 2021 - It's Your Call
April 2021 - 45
April 2021 - 46
April 2021 - 47
April 2021 - Card Play 101 - Phillip Alder
April 2021 - Parrish the Thought - Adam Parrish
April 2021 - Reasoning with Robert - Robert Todd
April 2021 - Startup Bridge by Lynn Berg
April 2021 - Lessons Learned by Michael Berkowitz
April 2021 - Bidding Basics by Larry Cohen
April 2021 - 54
April 2021 - Ask Jerry - by Jerry Helms
April 2021 - Committee Appointees
April 2021 - Chalk Talk- Eddie Kantar
April 2021 - Defensive Maneuvers - Paul Ross
April 2021 - The Real Deal - by Larry Cohen
April 2021 - Challenge of the Month
April 2021 - Boehm on Bridge
April 2021 - Better Bridge with Bergen
April 2021 - Election Notice
April 2021 - Mike's Advice - Mike Lawrence
April 2021 - Solutions to Test Your Play
April 2021 - My Bridge and Yours - by Frank Stewart
April 2021 - Dear Billy - by Billy Miller
April 2021 - Big Games
April 2021 - New Life Masters
April 2021 - Life Master Milestones
April 2021 - Obituary -Enrico Pagani Sommi (1943-2020)
April 2021 - 72
April 2021 - 73
April 2021 - 74
April 2021 - Obituary - Marvin Shapiro (1927-2021)
April 2021 - 76
April 2021 - Obituary - Gerald S Kibbey (1927-2020)
April 2021 - 78
April 2021 - Tournament Directory
April 2021 - 80
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