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Dale Carnegie Unveils New Branding in Global Modernization Effort

HUNTINGTON BEACH, Calif., Dec. 7, 2016 /PRNewswire/ -- Dale Carnegie, the iconic global leadership training provider, today unveiled a new visual identity as part of a sweeping global brand modernization. The new visual identity includes an updated logo and style guide for all communications. A redesigned website incorporating the new branding will launch in 2017.
The massive rebrand comes as Dale Carnegie's perennial bestselling book, How to Win Friends and Influence People, celebrates its 80th anniversary. The organization (formerly known as Dale Carnegie Training – now referred to simply as Dale Carnegie) is also marking its 104th anniversary this week at its biannual International Convention in Huntington Beach, Calif.
"We are excited to use our new brand to better tell the Dale Carnegie story," says CEO Joe Hart. "Just as my first Dale Carnegie course inspired and transformed my life back in 1995, the new design and visual identity better captures the empowering effects of Dale Carnegie courses. Dale Carnegie is truly a powerful force, enabling people to make a difference in their lives, their businesses and their future opportunities."
The new Dale Carnegie visual identity features a crisp new logo. Taking the form of a "DC" monogram, the logo's resemblance to a butterfly symbolizes the transformative nature of Dale Carnegie training courses. This new visual identity – coupled with strong, professional branding and a vibrant color scheme – conveys the inner potential of every professional and the enduring nature of Dale Carnegie's values.
"Dale Carnegie believes that everyone has inherent greatness – a special spark – and this is now captured in our bright, bold new branding," adds Michelle Bonterre, Chief Brand Officer. "As our brand has evolved over the past 104 years, we have always remained focused on our core belief that Dale Carnegie can empower individuals to take risks, rise to challenges and contribute to boosting a company's performance." The work was conceived and created by renowned branding agency Carbone Smolan Agency (CSA), with foundational research and strategy from Siegel+Gale.
In 2017, Dale Carnegie will embark on updating its entire online presence – from its corporate website to local franchisee sites worldwide. Each franchisee will also receive a toolkit for implementation of the new branding across all materials.



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