1. Illinois CPA Society Corporate Logo

2. The world is full of logos that have evolved over time…

6. A good logo should:  Be a graphic expression of a company or organization  Build value  Create renewed excitement about a company or organization  Promote and solidify brand identity

7. The previous logo  Was created about 20 years ago.  Was difficult to work with across a wide range of mediums, especially online.  Had the appearance of being outdated and not on-pace with current design trends.  Failed to easily identify the name of the organization.  Had a linear, angular and traditional feel that can seem defensive, closed-off and exclusive.  Did not coincide with how the Society wants to be perceived. We serve our members differently today than we did 20 years ago, and our new logo should reflect that.

8. The new logo represents our Mission Statement and defines who we are and what we do. To provide the highest value knowledge, information services, and advocacy to help members be successful.  Provide a vehicle for member interaction and knowledge exchange  Assist members in their professional growth and development.  Enhance the quality of performance of CPAs.  Represent the professional views of members.  Promote public awareness of the value and diversity of CPAs.  Attract quality individuals to the CPA profession.

9. The new logo conveys these key components from our Mission Statement. valueinformation success interactionknowledge growth development performance professional awarenessdiversity quality

10. Planning for the Future The new logo appeals not only to our current demographics, but also to the segments we have identified as significant areas of growth. Public Accounting Industry and Business Students Young Professionals Educators Government Affiliates

12. Its key advantages:  Symbolic of a progressive, focused and forward thinking organization  Clearly states the name of the organization  Warm, welcoming and symbolizes a sense of community  Multiple elements representing multiple member segments coming together to form a solid core  Utilizes a unique blue that is appealing and professional  Sets us apart from other state CPA societies  Easily used at multiple sizes through a wide range of mediums, especially the critical online components It clearly revolves around the core of our organization, “CPAs”