New logo heralds ICAEW's identity revamp

News Article - 08 January 2007
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The Institute of Chartered Accountants of England and Wales (ICAEW) has unveiled its new logo as part of a move to revamp its identity.

Economia, otherwise known as the institute lady, has been refreshed by a £65,000 makeover which has seen her become slimmer and younger-looking.

The logo still wields the rod, rudder and dividers, representing command, guidance and accurate measurement, however the scales are no longer a feature.

Sue Best, ICAEW's marketing chief, told Accountancy Magazine that the revamped logo was the "icing on the cake of a wider project looking at what the institute stands for and what its core values are going forward".

Chief executive of the institute, Michael Izza, said that the logo aimed to "retain the integrity of Economia" while at the same time illustrating the need of a professional body to "look forward".

The logo will be implemented over the next 12 months to avoid noticeable effects upon existing budgets from which the operation costs will be drawn.

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