Actuaries group updates its image

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12 December 2011

“Actuaries Australia – Calculated Advice” is the new name and motto of actuaries’ peak body – although the former name “Institute of Actuaries of Australia” will remain as its legal title.

Actuaries Australia CEO Melinda Howes told insuranceNEWS.com.au that the “Calculated Advice” tagline had only just been approved, although the name change was approved a few months ago.

“Our members bring very different things to the table and this tagline is a way of expressing that,” she said. “We won’t be using it everywhere but we will use it when we are talking to the broader industry and at non-actuarial events.”

She says much has changed in the 15 years since the institute last changed its corporate identity. The institute needs branding that works within the internet, email and social media environments as well as in more traditional media such as newsletters, signage and stationery.

Ms Howe says the new identity has been well received by members, “which surprised me a bit because members liked the existing branding and I expected resistance”.

Using a more modern version of the elements of the original – the delta and sigma symbols – the new logo is designed to appeal to a wider and younger audience.

“Our biggest demographic is 25-35 years old and this is a fresh and vibrant new look,” she said.