Branding: Equally good, but visibly better!

Tax law is dry and boring? This is certainly not the case for the team at the Institute for Swiss and International Tax Law. They work with great enthusiasm and a lot of experience. Since 2023 in a new look!

Client
Instituts für Schweizerisches und Internationales Steuerrecht (ISIS)
Role
Art Direction, Corporate Design
Year
2023
Branding: Equally good, but visibly better!

Infectiously Fresh: The New ISIS Look

For over 20 years, ISIS has been providing high-quality continuing education in tax law. The new look of ISIS is contagious and fresh. With the new appearance, ISIS finally appears how it really is: passionate, courageous, dynamic and competent. True to the motto: "Consistently high quality, but visibly better."

Photo credit: Charlie Hui, Viswerk Basel

Re-branding of the tax institute ISIS #strongred! HeadStarterz shows how the established brand found new freshness.
Re-branding of the tax institute ISIS #strongred! HeadStarterz shows how the established brand found new freshness.

Back to the Roots – and Beyond

The corporate design of ISIS is a combination of traditional elements, some of which have slipped somewhat into the background, with new components that represent a real evolution. The branding is composed of the following elements:

  • Clear color concept: Strong red, anthracite and light blue
  • Visual language: comeback of the ISIS bracket and attractive photo concept
  • Typography: Better readable font (Metric)
  • Logo: focus of the logo variants
Re-branding of the tax institute ISIS #strongred! HeadStarterz shows how the established brand found new freshness.

The ISIS Logo and the Comeback of the Bracket

The tax world is familiar with the ISIS logo. The graphic adaptations were therefore limited to gentle modernizations. The ISIS lettering with the bracket is now also partly used in a truncated form: Modern and bold.

The "ISIS bracket", which is also well-known in the sector, is back. This element played an important role in the ISIS corporate design early on, but had increasingly disappeared from the appearance in recent years. We have brought the bracket back to the center and rely on this element with a strong character in different variations.

Re-branding of the tax institute ISIS #strongred! HeadStarterz shows how the established brand found new freshness.
Re-branding of the tax institute ISIS #strongred! HeadStarterz shows how the established brand found new freshness.
Re-branding of the tax institute ISIS #strongred! HeadStarterz shows how the established brand found new freshness.
Re-branding of the tax institute ISIS #strongred! HeadStarterz shows how the established brand found new freshness.
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