ICE'S TRADITIONAL crane and beaver coat of arms is to be revamped as part of plans to bring the Institution's image into the 21st century.
Communications director Alan Smith told a local association honorary secretaries meeting last week that refining the 50 year old symbol was one strand of a new look to meet the new era of information technology. He said he hoped to have the changes complete by May.
Smith, who joined the ICE in November, emphasised that as the internet would play a large part in the ICE future communication strategy, it had to be central to the rebranding process
'We need to use the web to add value to membership,' he told NCE. 'It needs to be a tool members can access themselves.'
The result is that the coat of arms will be simplified to make it easier to e-mail.
The many different colours used in publications will also be reduced and standardised.
Smith said the ICE had not used any consultants on the project to date but said a professional company may be brought in to help develop an interactive CD for students and careers libraries to demonstrate the profession. New publications will also be increasingly delivered on CD ROM.
'We are not changing the corporate identity of the institution, merely the image,' said Smith.