When we published our strategic manifesto in November last year, we made a clear commitment to become a more relevant, modern and diverse organisation. For us to be successful in our core objective of building public trust in insurance, we acknowledged that we must change. During the first half of 2017, we have begun a number of strategic workstreams to deliver on that commitment. We are enhancing our education programmes to be more relevant to members throughout their careers, while also meeting the expectations of new generations of aspiring insurance professionals.
We are also making good on our commitment to provide insightful leadership, to help engage the public and policymakers in more positive conversations that support our public interest goals. Furthermore, we are supporting the Insurance United Against Dementia initiative, which seeks to raise awareness and funding to find a cure for Alzheimers and dementia -- which are now responsible for more deaths than heart disease.
A NEW LOOK
On 1 August we took another important step by updating the way we look to better reflect the organisation that we are becoming. The Chartered Insurance Institute has a rich heritage; it is part of what makes us unique. By redrawing our original coat of arms in a more contemporary way we have created a new visual identity that remains true to our origins whilst becoming more relevant for new generations of consumers.
Th e refreshed branding unifies previously separate brands, including the Personal Finance Society, under a common identity using its heritage and royal charter as a more publicly visible mark of our profession. The logo embodies the united profession that the Chartered Insurance Institute serves: each major class of business represented symbolically.
Other subtle changes have also been introduced to improve recognition and understanding. We have removed often confusing acronyms, introduced a contemporary typeface and paired this with a broad and more flexible colour palette that gives us the understated confidence that our status as a Chartered professional body affords. Th e original Latin has been updated with the introduction of a new tagline, neatly summarising our role and core objective.
Our Royal Charter, granted in 1912 remains a powerful part of our heritage and Chartered status is widely recognised by consumers. As part of this rebrand we have developed new Chartered marks, for both individual members and firms, that more closely align Chartered status to the heritage of the CII.
UNITING THE PROFESSION
Th is new visual identity is a key step in helping consumers understand the role that the Chartered Insurance Institute plays in uniting the insurance profession behind professional standards. Only by delivering consistent professional standards will we win back consumer trust. It's all about Standards. Professionalism. Trust. For more information, please visit:
www.cii.co.uk/newbrand