THE INSTITUTION of Civil Engineers is to adopt a new and definitive slogan - 'Delivering the solutions for a better quality of life' - in an evolutionary move to revitalise the image of the profession.
The phrase will first be used on the Institution's revamped website, which is expected to be launched by transport minister John Spellar early next month.
The branding will then be introduced to other ICE promotional material as appropriate.
'It is clear that the public does not understand the complexities of civil engineering, ' explained ICE communications director Keith Brogan. 'What they do understand is the link between what civil engineers do and the end product of improving their quality of life.
The ICE's website receives over 1M hits every month, and is the first point of contact for many wishing to discover more about the Institution and the wider world of civil engineering.
Three suggestions made Brogan's shortlist, all of which, he said, reflected the breadth of expertise offered by the membership of the ICE and reinforced the importance of civil engineers to the quality of life.
'Delivering the solutions for a better quality of life' has already been piloted in the ICE's forward-looking election manifesto, Agenda for the Future, and was the clear favourite when put to the NCE 500.
The slogans 'Custodians of the natural and built environment' and 'An independent voice for the natural and built environment' are based on a more traditional interpretation of the ICE's role.
INFOPLUS www. ice. org. uk