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Refreshed. Recreated. Reimagined.  

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In This Guide

We are thrilled to reveal a new logo for the Consumer Technology Association (CTA)® and CES®, a symbol that embodies the connection between technology and humanity. For the first time in our history, CTA and CES share one mark – unifying the brands and the power behind them. 

About the Mark

The new mark pays homage to our roots – the iconic “CES fins” – while embracing the future. The intersecting elements symbolize our industry's connections with society, creating a frame to envision a world where technology seamlessly integrates with our lives to make it a better place. The space between the intersecting elements symbolizes the profound, yet often invisible, relationship of technology and humanity — a bond that CTA and CES have championed for decades. 

A New CES.tech Experience

In conjunction with a refreshed mark, we have redesigned and rebuilt CES.tech — a new hub for tech innovation, a place to showcase the people and technology that are making the world a better place.    

CTA and CES Logo Guide

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Why Now?

These changes are for the industry we serve and the countless innovators who push the boundaries of what is possible. It comes at a pivotal moment in our history – CTA’s 100th anniversary and a time of unprecedented momentum for CTA, CES, and you, the industry we support and represent. Just as the industry continually transforms so must our perspective, our approach and our vision for the future.  

Thank you for being a part of our journey. We look forward to continuing to innovate and inspire together.  

Using the New CTA and CES Marks

The Consumer Technology Association (CTA)® owns the CES name, trademarks, and logos (collectively, the CES Marks). CTA and CES now share a mark. If you are authorized to use the marks you must ensure you are using the correct one and that you have the correct usage rights. Please review the updated mark guidelines.   

These marks are valuable assets that CTA needs to protect. The guidelines document outlines who is allowed to use the CTA and CES Marks including CTA members, CES exhibitors, the media, and other contracted parties. No other use case is allowed without written permission from CTA. 

Trademark Usage Guidelines

Trademark Usage Guidelines

Branding Resources

  • Exhibitor Toolkit

    Access marketing resources that allow you to easily promote your participation to your existing customers and networks.

  • CTA and CES Logo Guide

    Read through our brand book to learn more about appropriate logo and brand usage. 

  • Trademark Usage Guidelines

    Learn the specific guidelines for using the CTA and CES marks.

CES is the Global Stage for Innovation

CES is the most powerful tech event in the world – the proving ground for breakthrough technologies and global innovators. Sign up to be notified when registration for CES 2025 opens.
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