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

• Position: News update - Certified public accountants - Brief Article

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...