As per the ICAEW site:
"Our marketplace has changed considerably since ICAEW was first formed in 1880 – we now have global markets, digital communication and more competition than ever before. So we need a strong, distinctive brand to clearly position ourselves, differentiate ICAEW from competitors and support our future growth.The logo change in 2007 cost £65K, I wonder how much this has/will cost?
After a year researching our brand with key stakeholder groups, we have taken on board all their comments and feedback to produce a new brand that will ensure we remain modern and relevant to all our audiences. We believe that this new, revitalised brand will help us to:
The April edition of economia will feature the new brand and yes, you should notice the difference! We will be changing many of our materials straight away so any letters, emails or other communications you receive from April onwards will look different. So will this website.
- be a leader in a world of strong economies
- support our future strategic aims
- take the ‘best of the old’ and point it to the future
- unite the diversity of the institute
- recognise the range of demands of all stakeholders.
You will be able to use the new member or firm logo on your own stationery and marketing materials (subject to membership regulations). You won’t have to make changes straight away; you can use the new logos from April but have until the end of 2018 to adopt the new identity."