Inspiring confidence

The Institute has made the first significant change to its corporate identity in over 50 years

The ICAEW has introduced a new brand mark which features traditional elements from the Institute coat of arms redesigned in a contemporary style.

"In moving on from our old identity to the new, we wanted to build on the strengths of our heritage and at the same time create a modern, more flexible and distinctive style," explained the ICAEW's chief executive Michael Izza.

The new mark features the female figure Economia together with the symbols of the accountancy profession – the rod representing command, the rudder representing guidance and the dividers representing accurate measurement.

It was developed after an extensive programme of consultation with the Institute’s members, staff, district societies and council.

Creating a new, simple look which retains Economia and her tools of good management will help the Institute maintain a strong reputation and will clearly identify ICAEW members as chartered accountants.

As part of the new identity, the ICAEW has introduced a specially designed logo for member firms.

Michael Izza explained that the new brand mark forms part of a much wider programme to develop the ICAEW's international reputation.

"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."

View the new logo and guidelines for implementing it at www.icaew.com/identity