To create a brand identity for the Institute that makes it stand apart. Specifically, to help The Taxation Institute of Australia appeal to a younger generation of Tax Professionals.
The crest and the heritage cues of the visual identity meant people unfamiliar with the Institute mistook it for a government department. As a member association, the Institute needed to better represent the professionals of today: informed, contemporary and recognised for their specialist insights.
We adopted the less formal: ‘The Tax Institute’ to reinforce the inclusive nature of the Institute. A new logo was designed from the new acronym to bring focus to the ‘T’ in Tax. The confident logo has a complementary identity that uses clued-up graphics to communicate modern expertise.