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24 May 2007
ACCA has defended its global rebranding exercise after accusations that it has wasted members’ money, saying it now had a logo for an internet generation.
The institute has spent £85,000 on rebranding, which critics this week termed a 'substitute for improved services.'
ACCA marketing director Neil Stevenson said the old logo was designed before the internet revolution and was not suitable for the web.
Readers can see the new logo, which has swapped a black background for a red one in Taking Stock this week.
Stevenson added that the institute had ‘practical problems’ with the old image, which was often incorrectly altered by members and outside parties on corporate literature.
ACCA activist Prem Sikka said the rebranding was 'irrelevant', and failed to improve any of the institute’s efforts in accounting or auditing: 'It's a substitute for improved services,' said Sikka.
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Briefings
By looking at the reasons supplier statements became unfashionable, and the reasons why it is different today, this paper delves into the many benefits that can be obtained by automating the process.
Having a real and true view of your organisation’s current financial position, and having the right systems and processes in place, will ensure that you can make strong choices and are ready to capitalise on opportunities
AccountancyAgeInsight is a frequently updated resource centre for finance professionals, offering a free and easy-to-use digital library of briefings, white papers and other information resources. 
Visitor comments Add your comment
Better late than never
I always thought as an ICAEW "lifer" that the profession ran a bit behind the times.
Did they not notice that they were already in the internet age?
For God's sake, I'm nearly 64 (and therefore definably one of the dinosaur generation) but I've been using it prolificly for years now!
Posted by: Ray Cox, 25 May 2007 | 00:00
How can a logo be irrelevant?
If an organisation needs to change its logo (one of the most important communications tools) so that the mark functions effectively in the digital world, how can that be irrelevant?
Posted by: adrian day, 26 May 2007 | 00:00
Ugly new logo
I don't like the new logo - it looks like kids have drawn it. I wonder why they were so determined to change something good into something so bad.
Posted by: james, 10 Nov 2007 | 00:00