CEA Rebrands: Consumer Technology Association Unveils New Name & Logo

CEA Rebrands: Consumer Technology Association Unveils New Name & Logo


Arlington, VA—The Consumer Electronics Association (CEA) unveiled its new name, the Consumer Technology Association (CTA). The new name is being adopted immediately. CTA announced the name and introduced its new logo at CES Unveiled New York. The half-day event offers a glimpse at the year’s most innovative products and technologies two months before CES 2016. CES is produced by CTA.

The association’s members ratified the new name during their annual membership meeting held during the Innovate! conference in New York City. CTA has always ensured its name evolved to reflect the developing technology industry it represents. The association began as the Radio Manufacturers Association in 1924. It later became the Electronic Industries Association, then the Consumer Electronics Manufacturers Association. Additionally, in 1999, the Consumer Electronics Association.

“Innovation and expansion are hallmarks of the consumer technology industry and our association. And as our industry changes, so must we,” said Gary Shapiro, president and CEO of the Consumer Technology Association. “Our membership and the consumer technology sector have grown and evolved to engage almost every major industry segment and America’s burgeoning start-up economy, touching almost every part of consumers’ lives. Our new name—the Consumer Technology Association—more accurately represents this growth and the excitement and innovative spirit of the industry we represent. CTA also better captures our association’s vision, scope of advocacy, current membership base and brand promise.”

Gary Shapiro
Gary Shapiro

The Consumer Technology Association represents more than 2,200 technology companies—80% of which are small businesses and start-ups. By replacing the term “Electronics,” which no longer captures the full breadth of the consumer tech industry, with “Technology,” the Consumer Technology Association more accurately represents its members. Many of these members are non-hardware innovators. These include BMW, Expedia, Ford, Google, Lyft, Netflix, Pandora, Snapchat, Starz, Uber, WebMD, Yelp and Twentieth Century Fox.

“As the tech sector has evolved at the lightning speed of innovation, we’ve broadened our membership to include new technologies and intersecting industry sectors,” said Dan Pidgeon, Starpower chairman and CTA executive board chair. “App and software development, crowdsourcing technology, content creation, personalized health care, the sharing economy, music streaming services—companies from all of these sectors and more now look to us as the public voice of industry, a champion for innovation and source of unparalleled market research.”


The Consumer Technology Association will continue to own and produce CES – The Global Stage for Innovation event. Because CES is a global brand representing innovation, where the international technology community comes to experience the latest trends and conduct business, the CES name will not change with the association’s evolution to CTA.

“While our name has evolved, our association’s mission stands firm—to grow the consumer technology industry,” added Shapiro. “The Consumer Technology Association remains the voice of the industry, fighting for and defending pro-technology policies. Our focus and commitment to excellence in market research, public policy, industry promotion and standards, and events will continue stronger than ever.”

The Consumer Technology Association’s website also has a new url: cta.tech