WASHINGTON — The National Restaurant Association has unveiled a new branding initiative and logo, which the organization said will be applied to all its programs, services and products this year. The initiative is part of the N.R.A.’s multi-year strategic plan to strengthen the connection and messaging to core constituents.

“Creating this new visual identity has been a wonderful experience, as we have taken the many beloved aspects of the industry and translated them into imagery,” said Dawn Sweeney, president and chief executive officer of the N.R.A. “We also incorporated our organization’s history into the new brand, bringing in elements from our logo from the 1920s, as well as elements from our well-established ProStart and ServSafe brands.”

Founded in 1919, the N.R.A. is the leading business association for the restaurant industry, which comprises 970,000 restaurant and food service outlets and a workforce of nearly 13 million employees.