The Technology Association of Oregon (TAO) recently shed its old neon-soaked image in favor of a more refined brand identity, articulated through a new logo and website. This strategic shift is a response to TAO's expanded role and changing priorities amid a post-pandemic reality for the tech industry. Skip Newberry, TAO's President and CEO, boldly declared, "We’ve moved beyond the need for bright colors to stand out," as per a statement obtained by BizJournals. He emphasized that the organization's future endeavors in education, policy advocacy, and community engagement should speak for themselves.
Originating in 2012 from the Software Association of Oregon, TAO has rebranded itself multiple times, each new image serving an evolving mission. TAO's Chief Operating Officer, Tim Winner, acknowledged the outdated nature of their previous branding, explaining to BNN Breaking that the rebranding underlines the "sophistication and breadth of our current work and ambitions." The pandemic has forced a reassessment of strategies for many tech organizations, with some closing down and others changing their focus. Amidst this upheaval, TAO has picked up the mantle, increasing its support for startups and driving the charge toward greater industry diversity.
With over 500 members, TAO's sway in both Oregon and Southwest Washington's burgeoning tech communities is substantial. The organization's crucial role was further crystallized by the challenges encountered during the pandemic, which saw it assume greater responsibilities. Portland's Opus Creative agency was tasked with creating the branding that now symbolizes TAO's renewed commitment, implementing a more contemporary logo, and overhauling the existing website.
Reflecting on the change, Newberry earlier this year outlined the association's recent metamorphosis and focused on supporting the industry's emergence from pandemic-induced setbacks, as he shared with BizJournals. "Moving forward, we want our work in education, policy advocacy, and community engagement to speak for itself," he stated. Newberry's stewardship over the past decade has seen TAO evolve from a regional advocate to a mature organization set to shape the technological landscape well into the future.
