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Brand refresh in support of new strategy


Publication date:

01 August 2017

Last updated:

31 October 2018

We've launched a new visual identity which unifies all previously separate brands as a visible mark of a united profession.

The new logo is a contemporary version of its original coat of arms, which was granted alongside the Royal Charter to "secure and justify the confidence of the public". It embodies the united profession that the CII serves. Each major class of business is represented. The United Kingdom is shown by the lion and unicorn, both of which have fish scales symbolising international trade.

The group will also adopt a new tagline 'Standards. Professionalism. Trust.' in place of the original Latin.

The public will also see the brand through corporate and individual Chartered status marks.

Sian Fisher, CEO, said:

"Our strategic manifesto set out an ambitious programme for change. But our heritage is a vital part of the picture, particularly for the public. We were established over a century ago with a focus on public interest, and now more than ever, the public needs to be able to trust in professional standards delivered consistently."

We launched our Strategic Manifesto in November 2016, outlining our core purpose to build public trust in insurance and financial planning.

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This document is believed to be accurate but is not intended as a basis of knowledge upon which advice can be given. Neither the author (personal or corporate), the CII group, local institute or Society, or any of the officers or employees of those organisations accept any responsibility for any loss occasioned to any person acting or refraining from action as a result of the data or opinions included in this material. Opinions expressed are those of the author or authors and not necessarily those of the CII group, local institutes, or Societies.


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