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The basics:

• NJBIA reveals new logo and tagline: Business at the Center
• Rebrand reflects focus on pro-growth, pro-business advocacy
• Launch aligns with new website, 2025 Blueprint rollout
• Logo design incorporates blue, green and purple to signal mission

The New Jersey Business & Industry Association is out with a refreshed logo and tagline. According to the 115-year-old organization, the change reflects its forward-thinking for the Garden State business community.

The new tagline says it all: Business at the Center.

In a press release, NJBIA President and CEO Michele Siekerka said this change is not just cosmetic. “It represents both our sharpened focus on advocating for policies that help business leaders advance a modern economy and our mission to ensure that business is not just part of the conversation – but central to it.”

“While we continue to champion a business environment where job creators of all sizes in New Jersey can thrive and we still serve as a go-to resource for business, our mission expands to ensure all of New Jersey – from our next governor to our policymakers to our residents – understand and appreciate the central importance of having a thriving business community in New Jersey,” Siekerka continued.

Forward momentum

The NJBIA says it chose the new logo with intent.

The organization retained its longstanding “NJBIA” blue in the center “B.” Meanwhile the colors around it now appear as purples to highlight the group’s bipartisan advocacy and communication efforts. The green swoosh, which uplifts the “B,” represents the economic growth that enables the state to prosper, drive innovation and create millions of private-sector jobs.

Other key details include:

• New logo and tagline come on the heels of the recent ELC reception, featuring gubernatorial candidates Jack Ciattarelli (R) and U.S. Rep. Mikie Sherrill (D)
• Follows NJBIA releasing its 2025 Blueprint for a Competitive New Jersey
• NJBIA launched its new website July 7 at njbia.org

Siekerka stressed that the NJBIA’s business advocacy goes beyond the State House halls.

“We also provide money-saving products, informative programming, and in-demand services that NJBIA members need,” she said. “This includes HR support and employee training, a retirement 401(k) solution, health benefits options for businesses of all sizes through Association Member Trust, discounts on payroll services, and more.

“Insightful NJBIA policy programs, ample networking opportunities and our various councils and policy committees help New Jersey job creators stay involved and informed so they can stay competitive in a fast-changing business environment.”

Siekerka says that this is a time of undeniable forward motion for NJBIA.

“And it is our mission to deliver this momentum and focus to New Jersey’s business community,” she said. “It’s a time of needed change and it’s our daily mission to put business at the center in New Jersey.”