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?