With membership of more than 100 companies in the restaurant industry, the Chain Restaurant Total Rewards Association provides comprehensive compensation information to its members. Access to this information is invaluable to its members, as it supports effective management of pay for corporate and field positions in the industry — allowing members to remain competitive in the market. CRTRA asked bigeyedbird creative to create a new brand and support collateral that was reflective of their mission and more in line with the national brands in their membership. Utilizing the radial orientation of the arrows, the new logo speaks to the nature of CRTRA’s mission to its members.