IAA Brand Review Recommendation to the Executive Committee from the Branding & Communications Subcommittee October 2017

IAA Brand Review The BCS are recommending to the EC a new IAA logo and visual language. Suggested changes to the IAA brand wording elements such as the Vision, Mission and Strategic Plan are being considered by the Strategic Planning Subcommittee, but this is an independent process

Project work done to date The BCS has engaged with: The brand consultants (Ninepoint) The Development of the Sections Task Force The IAA Officers The Secretariat Brand audit Logo conceptualization and proposal Development of the visual language and proposal

Project Budget The brand work done to date has been within the BCS 2017 budget of C$15 000 The further implementation costs of a new brand will be minimal because: Most of the IAA brand assets are “virtual” Most of the IAA printing is done on demand The IAA website project will use the new branding A smaller project must still be completed on the consequent changes to the section brands

Why review the IAA brand now? The current brand does not clearly and consistently project the purpose, focus and activities of the IAA This project is being done in parallel with 3 other projects that have a potential brand impact: The review of the IAA vision, mission and strategy The Development of the Sections Task Force The re-development of the IAA website

Translations Currently the IAA logo and branding are translated into English and French The current word mark logo includes both IAA and AAI The primary recommendation from the brand consultant is that we only use IAA in the logo to make up a brand mark that is more distinct and understandable globally. French is also an official IAA language and so the options are to use “Association Actuarielle Internationale” with The IAA logo; or An “AAI” logo only with French translations The proposal has only the English version for now

Key recommendations Evolution from the current logo Retain the globe symbol, with a new style and refreshed colors Change from acronyms to clear word descriptions for both translations and for the sections to improve internal and external clarity Use a single IAA word-mark in the logo to make it stronger and more recognizable and consistent

Logo concepts Simple Clear Vibrant colours Many members Variety of cultures Unity of purpose Heat map Numbers Geometry

Next steps The proposals are being presentation in Chicago to Executive Committee Development of the Sections Task Force Other IAA leadership as required The EC are being asked to approve the new IAA logo and visual language in principle now and finally once any further work and consultation is completed Implementation target date is Berlin June 2018