"America counts on CPAs"--new tagline for the profession.

The AICPA has officially rolled out the new approved tagline that accompanies the CPA logo: "America Counts on CPAs." This tagline will be used exclusively with the CPA logo, making "Never Underestimate the Value" obsolete. Members should note that there will be a transition phase during which existing inventory (i.e., AICPA stationery, brochures, etc.) that includes the old tagline will be used for cost efficiency purposes. However, going forward all new products and communications will use the CPA logo exclusively with the new tagline, "America Counts on CPAs," and the service mark.

The CPA logo and previous tagline were developed nine years ago for AICPA and state CPA society members to use in their promotions as a component of the CPA image enhancement campaign. Since the national corporate accounting scandals, the AICPA conducted research that showed Americans continue to trust and rely on their own CPAs as much as ever. As a result, the Institute revised its image strategy and key messages to reflect this relationship. The new tagline emphasizes the grassroots image and strength of individual CPAs and was tested with business executives and CPAs with very positive responses.

To obtain the CPA logo and tagline in EPS high resolution Adobe Illustrator and JPEG formats, along with FAQs and regulations for reproduction, access the CPA Marketing Tool Kit at www.aicpa.org/cpamarketing/homepage.htm (username = cpamarketing; password = toolkit1!; use an exclamation point after the number 1). Also through the tool kit's home page, members can find CPA accessories (under Related Links), such as shirts, golf balls, mugs and more. These items all contain the CPA mark to help add value to the brand in the marketplace and increase the visibility of the profession among current and potential clients.