To create a brand identity for the Institute that makes it stand out and stand apart. Specifically, to help The Taxation Institute of Australia appeal to a younger generation of Tax Professionals, and better reflect the dynamic profession of the tax specialist.
The insight
The complex 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.
The solution
We adopted the less formal name its members already used: ‘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 bold, clued-up graphics to communicate modern expertise in a simple way.
The new identity received a distinction in the global ReBrand 2012 awards.
RT @REBRANDing: Tax Institute in Australia @TaxInstituteOz moves its association forward with @principalsbrand - ht ... more...