Business Networking International (BNI) -- good organization, needs new branding QUICK!

I have just been accepted into a BNI chapter here in Des Moines, Iowa. What is BNI? It's a world-wide organization based on giving referrals to its members. BNI differs from other networking organizations in that it only allows one person per profession per chapter. So I'm the only graphic designer in my chapter and I'm representing my own company Studio3b. This is a great advantage for all of us in the chapter. We aren't competing with anyone within our own ranks. It really is like having 15 sales people out there pitching your services. In return, I try my best to hand out good referrals to other members. Most of my business already comes from referrals, so it made sense for me to join this group.

I have to admit, I'm not real crazy about their logo design or other marketing materials. They could use a complete design makeover. However, they do have all the pieces. Just not great design behind those pieces. BNI as a whole is a shining example of the theory of 3% talent and 97% how you sell yourself. I'm not ripping the organization by any means. I'm just focusing on their main strength... referral marketing. I've already gotten several good leads from members. Since I'm the only designer there, I first have to educate the other members on the basics of design and why every company needs it.
For those members who are representing larger companies, it's a matter of explaining that their company already employs designers and often times has some kind of in-house creative department. My pitch to the larger companies involves helping their creative department with an outside perspective and possibly taking on their extra projects. There is always the correct person within a larger company that I can be referred to.My only critique of BNI so far is to step out of the 80s and get a more up-to-date, perpetual logo! I would suggest something with a classic feel. Perhaps use a typeface that has been around for 100 years. A one color design would be appropriate. The rest of the marketing materials should follow after the new corporate identity launch. A fresh face on the current website, jazzier copy, easier to read brochures... I would push the legibility vs. readability.

Upcoming

I think I will attempt to tackle the age-old argument in an upcoming blog about art vs. design and are they the same thing? At least you will know which side of the fence I am on when I'm finished.