ICAEW plans to rebrand image but no name change

The ICAEW  will be adopting a new brand from April 2017 after ‘a year researching [its] brand with key stakeholder groups’, a newsletter to its members seen by CCH Daily has revealed

The institute, which was formed in 1880, said it needs a ‘strong, distinctive brand’ to ‘differentiate ICAEW from competitors’.

It added it believes the new brand will help it ‘be a leader in a world of strong economies’; support its future strategic aims; ‘take the “best of the old” and point it to the future’; unite the diversity of the institute and; ‘recognise the range of demands of all stakeholders’.

The ICAEW will be changing many of its printed and digital materials straight away so any letters, emails or other communications members receive from April onwards will look different, along with its website.

Members will be able to use the new member or firm logo on their stationery and marketing materials, subject to membership regulations. Members will not have to make changes straight away; and will be able use the new logos from April but have until the end of 2018 to adopt the new identity.

Already, though, some members have expressed concern over the change.

‘Thanks for rebranding @ICAEW. Our Signage is only 6 months old and will now need to be replaced next year!’ Della Hudson, owner of Somerset-based Hudson Business Accountants & Advisers, tweeted upon hearing of the change.

The institute responded: ‘Quite understand, the timelines won't be ideal for some but we are flexible and hope you'll like it as much as we do.'

‘Like [Making Tax Digital], it’s welcome; it’s only the timescales that concern me,’ Hudson concluded.

The institute is yet to formally reveal its new logo.

ICAEW logo evolution from 2000s to 2017

ICAEW logos over time

There are no details about which branding agency has been retained for the redesign or the budget for the rebrand, although the incumbent graphic design agency is Mercer Design, which features work for the institute on its clients page on its website.

The last major ICAEW rebranding exercise took place in 2006 and at the time the brand refresh cost  £65,000.

An ICAEW spokesperson told CCH Daily: 'We can confirm we are updating our new brand, the first major brand refresh since 2005, and we will unveil it in April. We won’t be changing our name and will continue to be known as ICAEW.'

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