At the end of May the CICA announced an updated logo to be used in all professional branding both on the national and provincial level. The new logo uses a simpler font (Gotham) than the last, but also introduces the colour element whereas the prior logo was not dependent on this:
I’m not so sure the colours are going to hold up well over time, but it seems BC‘s Institute has already implemented the new logo in its monochromatic form. Ontario is using the colour logo in its provincial “signature” format which includes the local institute’s name. According to the CICA (emphasis mine):
It is multi-coloured, which is intended to suggest the multi-dimensional nature of the CA designation. The colours are bright, bold and contemporary. The wordmark itself is in uppercase black type – authoritative, bold, sober and strong, which is designed to balance with the bright colours in the symbol.
A short while ago the profession dropped the slogan “Strength Beyond Numbers” for similar reasons. From the April 2007 CA Magazine, members were “frustrated by stereotypes that are associated with accountants because they detract from the leadership, business insight and strategic thinking skills that distinguish the CA brand from other designations.”
Overall I believe the logo is an improvement, and a refresh of the brand was definitely in order. The font is a superb choice, and the graphic is versatile. So even if the colours fall out of favour, we won’t need to go through another redesign for a while. What do you think?
The logo looks fine, but I am not sure a person looking at the multiple colours is going to make the connected between it and the multi-dimensional nature of services that CAs offer. The ICAO will have to run an advertising campaign to get this point across.
I remember the CGAs ran a series of TV commercials promoting their brand – one was a pun on names of CGAs (e.g. a Mr. Man, CGA is the right “Man” for the job); another was about how CGAs were passionate about their job (there was a lady CGA doing the tango with a rose in her mouth as she crunched some numbers). These commercials were creative and they did stick in one’s mind. Perhaps the CICA should come up with something similiar?
I didn’t even see the ‘plus’ sign either until I read their explanation.
I don’t remember those CGA ads. How long ago were they running? I do think some edgier ads would help.
I think the CGA ads were run about 3 to 5 years ago.
I found you comment about edgier ads interesting. It would be more suited to the today’s society, and certainly to the younger CA membership. But I was in the ICAO head office this winter several times (on a course), and really got the feeling that it was a bit, well, quaint. I think there is word in Latin, “gravitas” that expressed the feeling in the place. For better or worse, I don’t think the CA leadership would go for an edgier ad campaign.
That green gives me unpleasant flashbacks to Dundas subway station – gah!
The colours will no doubt end up evolving.
I remember those CGA ads – the CGA’s surname matched the item they were talking about. It was sort of amusing.
Man, I watched *way* too much TV back then.
Gravitas is an awesome word to associate a profession with – knight in shining armour ads, anyone?
My memory for that sort of thing leaves much to be desired. I guess I should be happy I’m not filling my brain up with memories of accountant commercials!