January February 2018

Professional Land Surveyors of Oregon | www.plso.org 5 From the PLSO Chairman Where we go from here With the new logo complete we will begin working on updates to our collateral materials (brochures), website, trade show booth and other promotional materials. I hope you are excited about the direc- tion we are going and that you will join in these efforts to expand the membership and value of PLSO throughout the profession. Now, what about rebranding? As most of you should know by now, PLSO embarked on an ef- fort to rebrand the organization over the last year and that effort will extend into 2018. The goals of this effort are to: 1. Increase public awareness of the importance of surveying and promote its image to the public and allied professions. 2. Increase the number of young people coming into the profession. 3. Make PLSO an easily recognizable organization to the public and seen as an important constituent within the Oregon legislature. 4. Make PLSO relevant to Oregon surveyors and increase membership by giving a clear message about who we are and our value to other professionals. One of the first goals in doing this was to develop a new logo that can be used more effectively on digital media and appeal to a younger audience. Our original logo will be preserved as the seal of the PLSO organization and will continue to appear on awards and other specialized items. The new logo was developed entirely from input frommembers and from members of the rebranding task force. Many of the recurring themes that came through in responses to the ques- tionnaire last year were captured in the development of the logo you see here. In case you missed the roll out at the con- ference, below is how the new logo can be broke down if you were speaking to a prospective surveyor at a recruiting event or trade show.  x The square outline This outline represents bound- aries. Both the boundaries we work on every day as well as the historic boundaries that we work within from the Public Land Survey System. The square rep- resents Sections, Townships and Ranges and all of the history that comes from them which could lead to an entire conversation about what goes into boundary retracement. The “squiggly lines” These lines represent topograph- ic surveying, GIS, drones, and aerial photography. An entire conversation could be devel- oped about how the data for contour lines are collected and the technology required to cre- ate them. This then extends to design and construction staking conversations that all build off of boundaries and topography. Underlying all of that, the con- tours represented on our logo come from the contours around theWillamette Stone. The stones location is not shown because it would clutter the image and not reproduce well, however, this knowledge again leads to a conversation of our history. The underscore This represents the many layers of our profession. This includes the disciplines within in it such as land surveying, GIS, photo- grammetry, cartography and hydrography; it represents all of the different types of surveys we prepare and the clients we prepare them for; it represents the layers of diversity within our profession that include gender, public and private employment, large and small businesses and many more things that make up who we are. These layers are what may hook a potential sur- veyor into further exploring our profession if you haven’t won them over discussing the other elements of this design.