名師補習班 MEANSCPA

Located near Taipei Main Station, Means CPA was founded over 40 years ago. It holds the prestigious record of being the only institution in the country to have helped over 5,000 students qualify as Certified Public Accountants (CPA). With the longest history, the highest passing rates, and the most successful candidates, Means CPA offers elite faculty, comprehensive materials, and the most rigorous teaching methods.

This project holds a special place in my heart because the founder is my own accountant, who has solved many of the financial and accounting complexities I struggle with. To put it simply: if you owe the government $100, but through an accountant's expertise—including their fee—the total comes to only $80, why wouldn't you do it?

THE PHILOSOPHY OF "SUBTRACTION" — When discussing the VI design with my team, I posed a question: "If you had to describe yourself with a single Chinese character, which would it be?" The answer was 「減」 (Subtraction/Reduction). A designer's job is to find commonality in complexity, giving it meaning and soul. Both professions are about "Subtraction"—reducing the unnecessary to find the value.

(A quick side note: This character is pronounced "Jiǎn," meaning to subtract. Please, too many people have mistakenly called it "Miè," which means to extinguish!)

As the proverb goes, "A famous teacher produces a high-achieving disciple" (名師出高徒). How do we apply "Subtraction" to the brand planning of "Means" (名師)? When I first saw the name, the concept was already clear in my mind, and I knew it would be a perfect fit.