STW Group strategic branding and design agency, Houston, has unveiled a new brand identity for the Australian Graphic Design Association (AGDA).

The new brand identity is aimed at increasing awareness and membership of the industry organisation in 2013.

Stuart O’Brien, chief executive of Houston, said the new design ““brought out the sense of community and collaboration within our design industry, while highlighting AGDA’s commitment to bringing people together”.

“We thought long and hard about what collaboration means and came to this idea around the ‘co’ word – which is all about two (or more) elements coming together.

“The design idea that best spoke to this is a series of interconnected fluorescent lines; representing the network, and the engaging possibilities of design collaboration.”