The Technology Association of Oregon Unveils Bold New Brand Identity to Reflect Its Evolving Commitment to the Region

TAO’s rebrand marks a new era for the association’s dedication to sowing the seeds of the ever-growing Silicon Forest

The Technology Association of Oregon (TAO), a pivotal force in the Pacific Northwest's tech industry, is proud to announce a rebranding initiative that reflects its growth, maturity, and enduring commitment to the region's technological development. This rebrand, undertaken in collaboration with Oregon-based Opus Creative – also the minds behind the original TAO brand – marks a new era for the association as it solidifies its place as Oregon and Southwest Washington’s go-to organization for technological innovation and local, statewide, and federal policy advocacy. 

A New Vision for the Future of Tech in the Pacific Northwest

The decision to rebrand stemmed from a recognition of TAO's evolution over the past 12 years. "Our logo and brand felt outdated, not fully capturing the sophistication and breadth of our current work and ambitions," says Tim Winner, Chief Operating Officer of TAO. "We wanted a brand that mirrors our serious engagement with industry leaders and our significant contributions to the tech sector in the Silicon Forest."

Reflecting on the journey since its inception, TAO has transitioned from the Software Association of Oregon (SAO) in 2012 to a broader encompassing entity under the leadership of President Skip Newberry. The initial rebrand from SAO to TAO was marked by neon colors and a logo designed to catch the eye and incite excitement in innovation. 

The new branding was carefully designed to forecast the next ten years of growth, emphasizing maturity, connection, and purpose. It draws inspiration from Oregon's natural beauty, incorporating a forest green color scheme that symbolizes the association's deep roots in the region's unique landscape and ethos. "We've moved beyond the need for bright colors to stand out. Moving forward, we want our work in education, policy advocacy, and community engagement to continue to speak for itself," says Newberry.

The Rebrand in Action at the 40th Annual TAO Awards and Beyond

As TAO embarks on this new chapter, it invites members and the broader community to engage with its revamped brand and to join the upcoming 40th Annual TAO Awards at the Oregon Museum of Science and Industry (OMSI) on May 6th, 2024. This milestone event will celebrate the achievements and innovations within the tech industry, embodying the spirit of growth and 

collaboration that TAO stands for. Attendees will also be able to walk down memory lane, with a visual timeline of TAO’s evolution as an organization displayed.