Raising the Profile: After more than a...

Raising the Profile: After more than a decade in business, State of the Art Inc. decided that it isn’t known well enough.

The Irvine-based developer of accounting software has launched a new “corporate identity program” aimed at remaking its image and improving its brand-name awareness among business consumers.

The company has designed a new logo in a “contemporary type face” to reflect a “leading-edge style and assertive, growth-oriented corporate attitude.”

The timing of the remake isn’t coincidental.

David Samuels, chief executive, said the company is planning to enter the lower end of the accounting software business, producing products for small businesses with sales of about $1 million. Up to now, State of the Art has focused on larger corporations.