Proposal

SPE: a relevant identity

Transforming the logo into something more simple, vivid and sophisticated will lend added credibility to the organization. While I realize the current tagline is anniversary-specific, a shortened tagline that has several interpretations would be ideal for expressing the mission of both SPE and the plastics industry. "Shaping" is a reference to both plastic's properties and the career development SPE offers. "A better future" encompasses both the personal future of individual members and the benefits that plastics offer society as a whole. New college grads like to view their nascent life's work as something more than just a way in which to earn a living. They're now being trained to "make a difference" and SPE expressing a larger mission would speak to them on the most effective level: emotional.