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September 29, 2009

Irish institute finishes rebranding exercise

Chartered Accountants Ireland is the new operating name for Ireland’s oldest and largest accountancy body.

The Institute of Chartered Accountants in Ireland, the name the organisation adopted when it formed in 1888, will remain the legal title.

The name change is accompanied by a new logo and the opening of a new training and administrative headquarters.

Chartered Accountants Ireland chief executive Pat Costello told The Accountant the institute has been considering a name change for a few years. The change primarily relates to the organisation’s positioning in the domestic market.

“Marketing is an important aspect of maintaining our position in Ireland,” he said. “Looking at the market place and the competition in the market place, there was no doubt that while the chartered accountant brand was extremely strong, the way we were presenting it was too long and there were many different variations of it.”

The institute wanted both a shorter name and a single identity. Previously it was known as the Institute of Chartered Accountants in Ireland and the ICAI. The various district societies also had distinct names.

Uniformity

The names of the district societies have also been aligned, for example there is the Chartered Accountants Leinster Society and the Chartered Accountants Ulster Society.

The name change also facilitated an updated logo.

“It would have been very difficult to do anything with the old logo as it had seven words on it,” Costello said. “It was very difficult to put that up against any other logo, not just another professional body. It was always going to look weak.”

The institute took an evolutionary rather than revolutionary approach to the logo, for example by maintaining the same colours.

The district societies will all adopt variations of the logo, which is a change from the previous situation where they were all very different.

The third part of the revamp is a new headquarters and training centre that can accommodate up to 1,300 students or members. This will open officially in October.

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