The Technology Association of Oregon (TAO) has introduced a refreshed brand identity, including a new logo and website, intended to better reflect its growth and evolution of its mission over the past 12 years. This strategic rebranding effort represents a significant shift for the organization, emphasizing its focus on education, policy advocacy and community engagement. Skip Newberry, President and CEO of TAO, highlighted a move away from the neon-dominated branding of the past, toward representation that allows the organization's work to advocate for itself.
Reflects development and ambitions
Since its inception, TAO has strived to be at the forefront of supporting the technology industry in Oregon and Southwest Washington. With more than 500 members, its impact extends across education, policy and community initiatives designed to foster growth and innovation. The decision to update the logo and website, implemented by Portland-based design agency Opus Creative, was driven by the need for a brand identity that accurately embodied the sophistication and broad scope of TAO's current endeavors and future goals. According to Tim Weiner, TAO's Chief Operating Officer, the rebranding reflects the organization's deep engagement with industry leaders and its influential contributions to the technology sector.
Dealing with post-pandemic challenges
The necessity of updating the brand identity became clear as the organization faced the challenges posed by the pandemic. Other local organizations have suspended or consolidated their operations, leaving TAO to take on more responsibility, particularly in supporting startups and promoting diversity within the technology industry. This challenging period also presented an opportunity for TAO to re-evaluate and realign its priorities, culminating in the decision to adopt a new brand strategy that reflects its serious commitment to the technology community.
Looking to the future: TAO's future directions
With the unveiling of its new logo and website, TAO is preparing to begin a new chapter in its mission to support the technology industry. The rebranding initiative is not just a cosmetic change but an indication of the organization's evolving role and growing ambitions in the Silicon Jungle's tech landscape. As TAO continues to adapt to the ever-changing needs of its members and the broader technology community, its new brand identity stands as a testament to its willingness to lead, innovate and engage more effectively.
As the Oregon Technology Association steps into this new phase, its reimagined brand identity lays a strong foundation for future endeavors. It reflects a commitment to not only maintaining its influence and support for the technology industry in the region, but also expanding its reach. This strategic brand shift is a forward-looking move intended to resonate with current and future members while strengthening TAO's position as a pivotal advocate and resource for the technology community.
