The Institute of Public Accountants (IPA) today revealed a new logo for its operations in Australia and overseas, the first of a number of new initiatives for its members.
IPA chief executive Andrew Conway said the new logo was 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,” Conway said.
“A brand is much more than a 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 businesses.
“This is something our members have a strong affinity with.”
Conway highlighted the new logo was not “change for the sake of change” and revealed the IPA had conducted extensive market and member research through its design partner, Bastion Effect.
“This research told us we needed a stronger market presence and a greater and visible alignment with small business,” he said.
“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 United Kingdom.”
The logo change kicks off the beginning of a number of new initiatives for IPA members in the coming weeks, including a change to its professional academic program to incorporate a fully fledged MBA, he added.
