ICAEW: a year to switch to new logo
ICAEW members are preparing themselves to switch over their marketing material to include the institute’s new logo, its first redesign in 50 years
The institute has called on members to use the new design, which cost £65,000
to change, within the next 12 months.
It has recommended that practitioners should make the switch gradually over
the next year to save on stationery costs – a move that the
ICAEW will undertake itself.
Despite the ICAEW’s attempt at keeping costs related to the new design to a
minimum, it has still come in for criticism. ‘I can’t see what it has to do with
me and consider it, like most re-branding exercises, a daft waste of money,’
said ICAEW member Duncan Heenan.
Others mocked its appearance, which features a slimmer-looking Economia and
discards the scales seen at the top of the old logo.
‘If I were a Guinness-drinking architect I might confuse it as a pub sign,’
said Neil Davies of Sully & Co. But he added that he thought it should be
‘relatively easy’ for practitioners to change their livery.
Launching the logo, chief executive Michael Izza said: ‘[The logo] aims to
retain the integrity of Economia while reflecting the fact that as a
professional body we must also look forward.’