In an education and workforce landscape disrupted by AI and evolving demands, ETS faced a challenge: it was known for its flagship products, like TOEFL and GRE, but not for its brand. Its most vital differentiator — its leadership in the science of measurement — was buried, a footnote rather than the headline. To reclaim its rightful place as an education and non-profit leader, ETS underwent a bold transformation to pioneer Future Readiness, changing the way individuals, educators and employers assess, cultivate and develop the durable skills needed to succeed in the future of work.
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+12%Brand lift
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+177%Total traffic following rebrand
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+78%Leads generated through ETS Solutions
Key Takeaways:
Unified ETS’s brand and products, solidifying its position as a global education and non-profit leader.
Positioned ETS to meet the challenges of workforce development in an AI-driven era.
Anchored ETS' 75-year legacy in a brand designed to thrive for the next century.
Pioneering Future Readiness
The reimagined ETS reflects its 75-year legacy of research-driven innovation and expertise in educational assessment. Today ETS is the trusted partner for workforce readiness, professional development, and certification programs. By pioneering Future Readiness, ETS has transformed how success is defined in the workplace—elevating traditionally 'soft' skills like collaboration, creativity, communication, and empathy as essential, data-backed skills.
Measured and human
The reimagined ETS graphic system conveys the convergence of science and humanity, forming the core of its approach. Dynamic, flexible lines speak to our commitment to the science of measurement as they interact with images illustrating the human progress ETS powers.
Connected, consistent and mission-driven
Built with inclusivity at its core, the transformed ETS brand ensures equitable access at every touchpoint. Unified design and research-driven storytelling reinforce ETS’s role as the authority in measurement science and learning advancement. Now, every interaction—across digital, print, and in-person experiences—feels connected, consistent, and mission-driven.
From footnote to centerpiece
The flexible brand identity system and digital experience is anchored by ETS' reimagined logo, where the asterisk — a clarifying symbol typically relegated to footnotes — ascends as a bold centerpiece, crossed by an upward diagonal, representing ETS’s commitment to advancing the science of measurement to power human progress.
Expanding with ETS Solutions
For the first time in its history, ETS entered the B2B space, offering tailored, data-driven services to organizations worldwide. ETS Solutions helps businesses and governments alike assess skill gaps, improve employee readiness and future-proof their teams with cutting-edge tools.
Expanding ETS’s market to workforce development has created new revenue streams for the business, future-proofing its role in the evolving global economy.
Cultivating a new, global standard for education
Through its assessment solutions and lifelong learning pathways, ETS ensures individuals and organizations are equipped to adapt, grow, and lead in an evolving world. Future Readiness isn't just a strategy—it's a movement led by ETS to revolutionize how we value and cultivate talent, setting a new global standard for education innovation.