Primitive man probably beat the first drum to summon his tribesmen to a community hearing of the day gone by.

Advertising has a lot in common with this paradigm of beating the drums. Its primary role is to announce products and services, new packaging and merchandising initiatives or even to bring to the attention of the consumer any information whicha can contribute to better value and satisfaction.

Drumming up support for a common cause has over the yearsbecome an important catch phrase and is relevant to the role which advertising plays in advocacy and missionary campaigns.

The new logo created for the Advertising Agencies Association of India draws from the initials AAAI. The three 'A's are the support on which the drum base depends. The 'I' has been turned into the proverbial stick to signal professional empowerment. It is evocative of the AAAI's role in modulating the industry's cadence and creating a resonant reverb.