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
Institute for Swiss and International Tax Law (ISIS)
Role
Art Direction, Corporate Design
Year
2023
Branding: Equally good, but visibly better!

Infectiously Fresh: The New ISIS Look

ISIS has been offering high-quality training in tax law for over 20 years. The new look is infectious and fresh. ISIS is finally showing what 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 forgotten design elements from earlier times with new components.

  • Clear color concept: Strong red, anthracite and light blue
  • Visual language: Attractive photo concept and the comeback of the "ISIS bracket"
  • 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 limited to gentle modernizations. The ISIS lettering with the bracket is now partly used in a truncated form: Modern and bold.

The "ISIS bracket", also 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. Now the bracket - in different variations - is back at the center.

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.
branding-equally-good-but-visibly-better