WASHINGTON — The Meat Institute, formerly known as the North American Meat Institute, unveiled a new brand identity and logo on March 14, celebrating nearly 120 years of leadership on behalf of North America’s meat companies.

The new brand identity will be featured at the Annual Meat Conference in Nashville, March 18-20.

“Sustaining meat’s future is central to the Meat Institute’s mission and vision, building on our 120 years of leadership and meat’s centuries of contributions to healthy diets and strong communities,” said Julie Anna Potts, president and chief executive officer of the Meat Institute. “Our updated logo is fresh, open and keeps meat at the very center of nourishing today and sustaining tomorrow.”

Meat Institute added that the new logo evokes the shape of a plate, with the open frame indicating transparency and inclusiveness. The variation of thickness of the plate’s border expresses movement, representing the constant evolution and pursuit of continuous improvement.

Other modified elements of the Meat Institute’s rebranding include new colors: a dark blue that provides solidity and weight to the association’s name and history, a light blue to serve as a fresh framing color, an energetic pastel blue and a modern orange accent that acts as an updated nod to the association’s previous maroon brand.

In addition, the Meat Institute composed a new brand purpose statement: “Nourishing Today. Sustaining Tomorrow.”