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New Visual Identity

We have begun rolling-out a new visual identity to aid public recognition and understanding of our role. 

The new branding presents a rich heritage in a more contemporary style, helping to align our societies, faculties and institutes to reflect a shared purpose of driving confidence in the power of professional standards.

Why change?

During the second half of 2016 the Chartered Insurance Institute conducted a comprehensive strategic review of its entire operations to help redefine its purpose. The resulting strategic manifesto outlines a five-year roadmap of change to help the organisation become more relevant, diverse and modern, fit for the future, and capable of fulfilling its core purpose of building public trust in insurance and financial planning.

A rich heritage

The first insurance institute was founded in Manchester in 1873, with eight other insurance institutes established throughout the late 1800's. James Ostler initiated merging the institutes and in 1897 The Federation of Insurance Institutes of Great Britain and Ireland was established. In 1908 a new constitution was proposed and accepted and The Insurance Institute of Great Britain and Ireland came into being.

In 1912 the Institute was incorporated by Royal Charter and The Chartered Insurance Institute was formed. One of the requirements was that the new Chartered Body should have an identifying emblem, so the first 'device' was designed, which remained in existence until 1933.

CII emblems

On 25 September 1933, The Chartered Insurance Institute received a Grant of Arms by patent of the King of Arms. A Coat of Arms was specially composed to be distinctive of the Chartered Insurance Institute. As a body of sufficient importance and quality the Chartered Insurance Institute enjoyed the privileged eligibility to bear and use arms and a crest. An even greater privilege is the right to supporters each side of the shield. A shield, crest and supporters together form the highest expression of heraldic lore.

The Chartered Insurance Institutes Coat of Arms is made in the following terms "Azure between two chains fesswise, three anchors argent in chief, a salamander in flames and in base a garb". A year later, on 28 June 1934 the Insurance Hall was opened by King George V accompanied by Queen Mary, so the new Coat of Arms was incorporated into the design of the building.

In 1987 Queen Elizabeth II became Patron of the Chartered Insurance Institute, reinforcing and updating its Royal Charter.

Our new look

We have chosen to make a greater feature of our heritage in our new logo, because we believe the principles by which we were established and the history of how we have consistently delivered against them lends credibility and relevance to us and our members. However, we have done this in a much more contemporary way to demonstrate our relevance to new generations of market professionals and consumers.

An important consideration when developing out new visual identity was that it needed to be scalable to reflect our hierarchy of sub brands, faculties and societies, bringing them all together to reflect a shared purpose and providing flexibility for our future expansion.

We have removed acronyms to help become more instantly recognisable by consumers and more easily communicate what makes us unique. A contemporary font is also paired with a broad and more flexible colour palette that gives us the understated confidence that our heritage affords.

New PFS logo   New SMP logo

Manchester institute logo

Symbolic meaning

Whilst our new logos are a contemporary redrawing of our original Coat of Arms, all of the individual elements retain the original symbolic meanings.

Crest infographic

A commitment to Chartered

Our Royal Charter remains a powerful part of our heritage and Chartered status is widely recognised by consumers. Our individual and corporate Chartered titles evidence an ongoing commitment to professional standards.

As part of this rebrand we have developed new Chartered marks for both individual members and firms. The new marks closely align to our new logos to provide a shared link between Chartered status and the rich heritage of the Chartered Insurance Institute.

Chartered Financial Planners   Chartered Financial Planner 

Getting Chartered

Branding that runs deeper

Of course, our new visual identity is only part of our brand. It supports our core purpose and manifesto commitment of placing public trust at the heart of all we do. It is the first step in a change programme that will see us become more modern and diverse and directly relevant to the needs of our members and the insurance buying public.

Working together, as a united profession, we will drive confidence in the power of professional standards.

Further information

If you have any questions about our new visual identity or would like guidance on using and applying logos please do not hesitate to contact us at