A new look and logo has been announced for the Institute of Public Accountants
IPA TAKES ON NEW LOOK
The Institute of Public Accountants (IPA) has revealed a new logo for its operations in Australia and overseas.
“This is not just a brand refresh; it’s fundamentally a fresh look that we can apply consistently in all jurisdictions that the IPA Group operates in,” said IPA executive general manager marketing and partnerships, Catherine Cleary.
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“We have not changed entity names including our subsidiary, Institute of Financial Accountants (IFA) in the UK but the IFA will now have a very similar appearance.
“Our brand is not just a change of logo. It is about what we say and how we say it; the language we use and the way we engage with our members, colleagues and external stakeholders.
“It is also about having the conviction of not only what we do but why we do it and for the IPA Group that is to improve the quality of life of small business; this is something our members have a strong affinity with.
“We have not made this change just for the sake of change. We conducted extensive market and member research through our design partner, Bastion Effect. This research told us we needed a stronger market presence and a greater and visible alignment with small business.
“We have also assured our members that our marketing effort will be modest without the need of exorbitant advertising campaigns. “The creative design of the logo is built on what we are referring to as the power of three and gives us much flexibility in our marketing approach as it could relate to the collective of our members, their small business clients and our business.
Equally it refers to the three main regions we operate in: Australia, Asia and the UK. “The change of logo is just the beginning as we roll out a number of new initiatives for our members in coming weeks including a change of our professional academic program to incorporate a fully-fledged MBA,” said Ms Cleary.
“We are extremely proud to have partnered with the IPA in both the research and creative phases of this exciting project and we applaud the IPA for taking on the insights gained from its members.
The new brand look positions IPA for its future and epitomises its role in championing and improving the business of its members,” said Kristen Boschma, Head of Brand Strategy at Bastion Effect.
From an IPA media release