Redefining a 70-Year-Old Brand

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Overview

TEI is the preeminent association of in-house tax professionals worldwide. In the quickly evolving tax profession, TEI’s brand needed to evolve to be more forward-looking, to show an increasing focus on how to best serve members, and to bolster its position as the go-to organization for expert information and all things tax. It was time to embrace a new brand to consistently tell the world who they are.

Challenge

TEI, a leading voice of the in-house tax professional world, was looking to move away from a brand and logo that had been in use for upward of 70 years. The Institute was in need of a complete rebranding initiative, including logo redesign, an accompanying tagline, and a brand guide to be used across its chapters—all to be presented at TEI’s 73rd Annual Conference.

Results

YGS Association Solutions worked hand in hand with TEI on a full rebranding initiative. Spearheaded by the conceptualization and design of a new TEI logo and tagline—a process during which we were in constant communication with the client—the rebrand extended to include variations of the new logo at TEI’s regional and chapter levels, as well as a full brand guide to be used Institute-wide.