June 03, 2009 18:12 ET

AMIkids Unveils New Brand Identity

Forty Years of Experience Working With Communities Helping 95,000 Troubled Youth Turn Their Lives Around

TAMPA, FL--(Marketwire - June 3, 2009) - AMIkids, formerly known as Associated Marine Institutes (AMI), unveils a new name, corporate logo and brand identity to reflect its national presence and track record of redirecting over 95,000 troubled youth who have been referred by the juvenile justice system or have failed in traditional school settings. AMIkids operates in eight states with 56 programs dedicated to providing our communities' troubled kids a promising future.

AMIkids' new identity communicates the evolution of the organization, bringing the 56 programs together under one brand with one voice where historically the programs' respective brands had an independent look and feel.

At the center of AMIkids' brand identity is a new name that demonstrates its steadfast focus on kids and a new logo that is reflective of the outdoors and the organization's experiential learning heritage. The new tagline "Separating a Troubled Past from a Bright Future" is representative of AMIkids' mission and its positive impact on youth. In addition, AMI outgrew its marine (sea) heritage and has new offerings including expanded programs and models to better meet kids' individual needs. The new brand unifies the well established organization providing better positioning while underscoring its national presence and local expertise.

"It's time. We now have a unified look with a consistent message. Our new brand better represents our collective national reach and will increase our ability to expand partnerships and increase resource development," says O.B. Stander, President and CEO of AMIkids.

The unveiling of the new AMIkids brand took place at the annual AMIkids Experiential Challenge Event Wednesday, June 3rd, 10:00 a.m. on the South Carolina State University campus, 300 College Street NE, Orangeburg, S.C. The AMIkids Experiential Challenge Event is a competition where over 300 AMIkids students and staff come from eight states to represent their schools and learn about the importance of teamwork and sportsmanship by competing in physically and academically challenging events.

AMIkids is a national non-profit organization dedicated to providing a promising future to troubled youth who have been adjudicated or have failed in conventional school settings. Since 1969, AMIkids has partnered with local communities to help more than 95,000 misguided youth develop into responsible and productive citizens. AMIkids operates 56 schools in eight states focusing on family values, education, character building and experiential learning.

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