ICAS Rebrand 'Highlights Diverse Membership'

Tuesday, November 22, 2011 Print Email

ICAS HAS UNVEILED a new logo and website in recognition of its diverse membership, half of which is now outside Scotland.

The new logo features four circles coloured to recall the Scottish Institute's traditional crest and those of Edinburgh, Glasgow and Aberdeen, the original institutes dating fr om the 1800s.

Chief executive Anton Colella, said: "We are combining our heritage, which sets us apart as one of the world's most respected professional bodies, with a modern and universal identity.

The new website features separate log-in areas for chartered accountants, students and employers, plus a larger offering of public information for non-members.

It includes a community area where members will be encouraged to network and can set up groups based on wh ere they live or the professional areas which interest them.

ICAS spent £60,000 on logo redesign and consultation, which included focus groups, online surveys and a report by market research specialist Ipsos MORI.

The new logo emphasises the 'CA' and executive director of member engagement Atholl Duncan, said this focus on chartered accountants is deliberate.

"It is amazing how highly respected ICAS and the CA qualification are. The brand and logo focuses on this CA aspect because members, whether in business or practice, are seen as world-class business professionals and we wanted to reflect this," he said.

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