In what it called a repositioning “reflecting the organization’s role in promoting and elevating the marketplaces and spaces where consumers shop, dine, work, play and gather as foundational and vital ingredients of communities and economies,” the former International Council of Shopping Centers has rebranded as ICSC, but without references to “shopping centers” or “international.” The initials now will stand for “Innovating Commerce Serving Communities,” in line with the industry’s evolution beyond strictly retail properties, the association announced.
“In maintaining the acronym ICSC, we honor the 65-year history of our brand, while reinforcing a bold and innovative new voice for the industry,” said Tom McGee, president and CEO of ICSC in the announcement. “ICSC’s rebrand comes at a time of tremendous advancement for the members, businesses and communities that we serve. We’re thrilled to launch this rebrand to better represent our role, more effectively capture the dynamic impact of our industry, and position ourselves to capture the many opportunities of tomorrow.”
The rise of e-commerce, followed by the COVID-19 pandemic, has forced the shuttering of thousands of traditional retail stores and challenged B and C malls; many landlords have filled the vacancies with services and other non-retail uses. In addition, in recent years the association has closed offices and ceased holding events outside the U.S. and Canada. There are no plans to reinstate events overseas in the foreseeable future, McGee told members in a webinar.
The acronym ICSC along with “Innovating Commerce Serving Communities” will be used in all branding, marketing, events, communications and external relations. The long-established red logo also has been retired, replaced by blue “C”s standing for the intersection of commerce and community.
“Blue is professional color, but a very welcoming color,” McGee said in the webinar. “We welcome folks to be a part of our organization.”
Also eliminated is the name “RECon” for the organization’s signature dealmaking event, held annually in Las Vegas in May, but canceled in 2020 and 2021 because of the pandemic. All gatherings will now bear the new ICSC name, with its location attached. One exception is the December 2021 event, Here. We Go Again, a less formal national gathering taking place December 5 to 7 at the Las Vegas Convention Center.
Nine months in the making, ICSC’s rebrand was developed in collaboration with innovation agency partner, Makeable. Ongoing rebranding efforts will encompass social media, digital advertising and a full website relaunch.