Code And Theory Leads ETS Global Rebranding Project


Global education and talent solutions company ETS has unveiled a rebranding designed to amplify its focus on “enabling future readiness” across society. Stagwell’s Code And Theory was enlisted to lead the project. 

While some have criticized ETS's approach, the 75-year-old company is doubling down on its commitment to “advancing the science of measurement to build the benchmarks for fair and valid skill assessment.”  



The company is best known for its education tests like the GREs, Praxis (which evaluates, reading, writing and math skills) and other assessments.  

The refreshed logo comprises a symbol – "The Source" – and wordmark. "The Source" includes a stylized asterisk shape with an upward diagonal slice pushing through it. The asterisk shape is a nod to the symbol that is typically associated with notation of footnotes.   

The logo symbolizes that ETS is elevating its research from out of the footnotes to be the source that builds new benchmarks for education and talent solutions across the globe. The upward diagonal slice connotes human progress, serving as a reminder of what ETS aims to achieve.  

“For me, brand transformation is business transformation,” said Michelle Froah, global chief marketing and innovation officer at ETS.  

“Our goal from the outset has been to build a brand that not only reflects our business transformation, but also propels it forward. With our brand relaunch, we’re not only supporting what people know and can do, but reintroducing what ETS knows it can do for businesses, governments and learners across the globe as the leader for education and talent solutions.” 

At launch, ETS went live with a campaign across digital and print, with The New York Times anchoring the media plan. ETS also included a relaunch of its website with improved user experience including simplified navigation.   

Alongside the rebrand, ETS also launched an inaugural research report in collaboration with The Harris Poll called, The Human Progress Report. It explores factors that impact building prosperous societies across the globe, from the perspectives of more than 17,000 people across 17 countries. 

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