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01 August 2017

The Personal Finance Society has today launched a new visual identity as part of the Chartered Insurance Institute’s (CII) branding revamp.

The move sees the CII, Personal Finance Society and the Society of Mortgage Professionals all unite under the same group logo as a visible mark of a united profession.

The new logo is a contemporary version of its original coat of arms, which was granted alongside the Royal Charter to “secure and justify the confidence of the public”. It embodies the united profession that the CII serves. Each major class of business is represented. The United Kingdom is shown by the lion and unicorn, both of which have fish scales symbolising international trade.

The group will also adopt a new tagline 'Standards. Professionalism. Trust.', already used by the Personal Finance Society in place of the original Latin used by the CII. The public will also see the brand through corporate and individual Chartered status marks.

Sian Fisher, CEO of the Chartered Insurance Institute, said: “Our strategic manifesto set out an ambitious programme for change. But our heritage is a vital part of the picture, particularly for the public. We were established over a century ago with a focus on public interest, and now more than ever, the public needs to be able to trust in professional standards delivered consistently."

The Chartered Insurance Institute launched its Strategic Manifesto in November 2016, outlining its core purpose to build public trust in insurance and financial planning.

Keith Richards, CEO of the Personal Finance Society added: "Greater unity across financial services more broadly will help to improve public perceptions by demonstrating professionalism rather than what can otherwise often be seen as a fragmented and disparate industry. The public generally don't segment or differentiate between services or sectors in the way the market does and we recognise the value of demonstrating unity across our own branding."