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Home  >  About IEEE  >  Toolkit  >  Brand

IEEE is the world’s most trusted source for engineering, computing, and technology professionals. A global community, the association supports technological innovation for the benefit of humanity. Through member collaboration and the association's diverse selection of publications, conferences, educational resources, and standards development, IEEE advances innovation and technological excellence while inspiring future generations.

 

What is a brand?

A brand is a collection of symbols, experiences, and associations that shape how others perceive a product, service, or company. A logo alone, for example, is not a brand but simply a component of a brand. Similarly, Web sites, brochures, events, and even people can also be representatives of a brand.

A strong brand is usually synonymous with trust in the hearts and minds of an organization's public. This trust can be built over time through careful positioning of the brand at every touch point, or it can be tarnished in an instant when an organization fails to deliver on the expectations of its audiences. This brand trust can be reinforced through stronger alignment of messaging and visual representation. 

 
 

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Understanding the IEEE brand

Two documents are available to help communicate the importance of consistent use of the IEEE brand and the mission and vision of the association. They are also designed to generate excitement for those already active in IEEE and encourage others to get involved.

Both are available in PDF format and/or hard copy. Contact corporate-communications@ieee.org about ordering additional copies.

Understanding the IEEE Brand cover image

 

 

 

IEEE Corporate Brochure cover image

 

 

 
 

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Mission and vision

Mission Statement
IEEE's core purpose is to foster technological innovation and excellence for the benefit of humanity.

Vision Statement
IEEE will be essential to the global technical community and to technical professionals everywhere, and be universally recognized for the contributions of technology and of technical professionals in improving global conditions.

IEEE also is engaged in an enterprise-wide strategic planning process.

 
 

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IEEE messaging and positioning

The key components of a communications program include:

  • positioning statement – a short descriptive statement of what an organization does and for whom, and what makes it different;
  • elevator speech – an idea or message that can be delivered in the time span of an elevator ride;
  • tagline – a memorable phrase that captures and reinforces a brand’s essence.

The IEEE tagline, Advancing Technology for Humanity, was based on extensive research with multiple audiences from around the world and was recommended by the IEEE Public Visibility Ad Hoc Committee.

In addition to these communications elements, an IEEE Corporate Summary Presentation has been made available to communicate the wide-ranging influence and businesses of IEEE. This presentation is useful for introducing or refreshing the scope of IEEE to an audience.

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How to support the IEEE brand

To maintain and strengthen the desired perception of the IEEE brand, the IEEE Visual Identity Guidelines (PDF, 3.1 MB) should be utilized. The guidelines represent an opportunity to establish and extend equity for the IEEE brand, ensuring that consistent messages are delivered. Communications created based on these guidelines will help ensure that members, industry professionals, and other organizations will perceive IEEE as a leader in the global technology community. 

 
 

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