The New Jersey Business & Industry Association has unveiled a fresh, modern logo and tagline to reflect forward-thinking support of New Jersey’s business community.

As the largest and most influential business association in New Jersey, with the deepest government affairs team and most products and services offered for business in the state, NJBIA’s new tagline is now called: Business at the Center.

“This change is not just cosmetic,” said NJBIA President and CEO Michele Siekerka. “It represents both our sharpened focus on advocating for policies that help business leaders advance a modern economy and our mission to ensure that business is not just part of the conversation – but central to it.

“While we continue to champion a business environment where job creators of all sizes in New Jersey can thrive and we still serve as a go-to resource for business, our mission expands to ensure all of New Jersey – from our next governor to our policymakers to our residents – understand and appreciate the central importance of having a thriving business community in New Jersey.”

NJBIA’s new logo colors were chosen with intent.

The association has retained its longstanding “NJBIA blue” in the center “B.” But the letters around it are now purple to connote powerful bipartisan advocacy and communications efforts.

A green swoosh that uplifts the “B” represents the economic growth that enables New Jersey’s business community to prosper, drive innovation, and create millions of private-sector jobs.

“Our business advocacy goes beyond the halls of the Statehouse,” Siekerka said. “We also provide money-saving products, informative programming, and in-demand services that NJBIA members need.

“This includes HR support and employee training, a retirement 401(k) solution, health benefits options for businesses of all sizes through Association Member Trust, discounts on payroll services, and more.

“Insightful NJBIA policy programs, ample networking opportunities and our various councils and policy committees help New Jersey job creators stay involved and informed so they can stay competitive in a fast-changing business environment,” Siekerka said.

NJBIA’s logo and tagline reveal comes on the heels of its recently held ELC reception, where gubernatorial candidates Mikie Sherrill and Jack Ciattarelli spoke to a business crowd of 400 people.

NJBIA has also released its 2025 Blueprint for a Competitive New Jersey, a 28-page policy document that offers elected officials and candidates a guide for how to drive innovation and prosperity in New Jersey and provides a roadmap to get there.

The association will also be launching its new website, njbia.org, today.

“This is a time of undeniable forward motion for NJBIA and it is our mission to deliver this momentum and focus to New Jersey’s business community,” Siekerka said. “It’s a time of needed change and it’s our daily mission to put business at the center in New Jersey.”