Raymond Doherty 3 Apr 2017 03:00pm

ICAEW launches new brand

The new brand supports ICAEW’s vision of a world of strong economies

The rebrand, says ICAEW, ensures it remains modern and relevant to all of its audiences with a “strong and distinctive” look to differentiate it from its competitors in a global marketplace.

It follows a year of research, comment and feedback with key stakeholder groups.

Michael Izza, ICAEW chief executive, said, “Our brand – our image, what we stand for and how we communicate – needs to reflect that we are an international, forward-thinking organisation.

“It is therefore evolving to support our strategy and ensure that we remain modern and relevant to our many audiences around the world. Our new vision – a world of strong economies – also puts our international work at the heart of everything we do.”

The most significant change is to Economia and her three symbolic tools. The rod signifies command; the rudder represents guidance and the dividers represent measurement and assessment and are now highlighted in red.

Vernon Soare, ICAEW chief operating officer, said, “Our marketplace has changed considerably in the last 12 years. ICAEW is an even more international organisation operating within a world of global markets, digital communication and a changing competitor base.

“A strong, distinctive brand will further enhance and elevate ICAEW’s premium position and support our future growth aspirations.”

ICAEW will be changing many of its printed and digital materials immediately along with its website.

Members will be able to use the new member or firm logo on their stationery and marketing materials, subject to membership regulations but have until the end of 2018 to adopt the new identity.