BRANDLast Updated on Wednesday, 28 November 2012 11:49
The corporate image is an integral part of the AIA's marketing strategy and an important part of how AIA interacts with members, students and other stakeholders.
It is essential that AIA portrays a strong and consistent corporate image, which reflects its professionalism, status and maturity, as well as its dynamism, creativeness and progressiveness.
Our starting point for the current brand was in the strong roots of AIA's past. Founded in 1928, over 80 years ago, we have a long and valuable history of providing quality accountancy education throughout the world.
THE AIA CREST
The crest has been representative of the AIA since our inception and is an important part of our history.
- The inscription translates as 'Industry & Honour'
- The griffins signify guardians of treasure
- The books are refer to accounts or, as we are a professional body, education
- The globe demonstrates our international status
- The scales represent 'profit & loss,' balancing books
- And the chequered shield represents counting
The crest does not have to be used all together, but the most important part of it is the shield.
A VISION FOR THE FUTURE, FOUNDED IN THE PAST
We wanted a fresh, modern, professional and distinctive logo that draws credibility from the heritage of the crest, and looks to the future.
Along with a new logo, we wanted an identity theme to complement it; combining graphic design with real people.
We wanted eye-catching branding and colour ways that sit comfortably across all AIA materials, in print and online.
The new brand identity makes the AIA stand out from the crowd, whilst reinforcing our credentials as a premier accountancy body.