ICAEW – Brand guidelines video
The Institute of Chartered Accountants, England and Wales (ICAEW) updated their brand in 2017, including modernising their iconic “Economia” device, which dates back to the nineteenth-century. Key to this was a red ‘divider’ device held by Economia. The accompanying new brand guidelines provided thorough instructions for the use of the divider device, however in the twelve months after launch, ICAEW’s brand team found that both internal and external stakeholders were finding the divider was often being used incorrectly, both graphically and ‘in meaning’. Bell were commissioned to produce a video to help overcome this confusion.