Founded in 1956, GEMA (formerly Promax) has long been a cornerstone of the TV and streaming industry. But shifts within the landscape required a rethink for this industry association. The new brand is rooted in the celebration and education of its members — the marketers who amplify content across film, music, sports, video games, TV, and streaming. The verbal ID uses familiar language to bring the energy needed to serve the best and brightest, speaking to the minds moving the industry forward.