When organisations rebrand, it is almost always presented with a huge degree of sensitive pride. Sensitive because, by their very nature, rebrandings strike at the very heart of what they stand for. Yet, after viewing ICAEW's polished, water-soaked video, one is left somewhat nonplussed, given it at no point mentions what the institute does and leaves us asking if it was a white label sitting on the agency's shelf. In case you wondered, ICAEW has spent its branding budget on creating a shiny new global image. But it is all rather low key. The logo has had a revamp with mythological woman Economia still carrying her rod for command, rudder for guidance and dividers for measurement and assessment. That said, the red dividers rather resemble GHD hair straightners. A tilt at modernity but rather ironic, given her 1950s hair do.
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