The American Institute of CPAs has officially rolled out a new tagline to accompany the CPA logo.

The new tagline, "America Counts on CPAs," replaces "Never Underestimate the Value," which made its debut nine years ago as part of a CPA image-enhancement campaign.

The institute noted 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 and the service mark.

"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 AICPA said. "The new tagline emphasizes the grassroots image and strength of individual CPAs, and was tested with business executives and CPAs with very positive responses."

The CPA logo and the new tagline are available online at

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