65,000 pounds for a new logo ?

The Institute of Chartered Accountants in England & Wales (ICAEW) has unveiled its new corporate identity, an integral component of the Institute’s new brand.

In the first significant change to the organisation’s identity in over 50 years, the new brand mark retains Economia, the female figure from the Institute’s coat of arms, together with the symbols of the accountancy profession – the rod representing command, the rudder representing guidance and the dividers representing accurate measurement.

These have been redesigned in a clearer, bolder and more contemporary style.

Said Michael Izza, chief executive of the ICAEW:

“In order to achieve our goals for the institute, we need to build even greater recognition of the institute both at home and abroad. Our new identity is one part of a broader initiative to clearly define our institute today and set out our ambition for the future.

“Our brand – ‘inspiring confidence’ – describes the role that we and our members play in the international community, setting out the values which we aspire to as a professional body. Together, they will assist us in the execution of our strategy in the years ahead.”