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New regional rebranding aims to update Institution image

Institution news

LOCAL ASSOCIATIONS are to be re-titled as regions as part of a major rebranding exercise being carried out by the Institution.

From January 2003 the ICE will adopt a new logo and corporate identity, in a move to present a more modern and consistent image.

The new identity was revealed to ICE Council earlier this month and will be presented to the regions later in the summer.

Under the changes, the ICE's coat of arms will be made less prominent. Although its heraldry will still feature on certificates and other documents that reflect the ICE's gravitas, they will be far less prominent on posters, advertising and flyers.

'The new identity reflects the Institution's desire to ensure that civil engineering, civil engineers and the ICE are profiled more effectively in the 21st century, ' said ICE vice president for communications Colin Clinton.

'This not change for change's sake, ' Clinton added. The new image will add value by projecting the ICE as an industry leader, and by saving costs through the use of modern, printer-friendly templates, he said.

'I am well aware that a new logo alone will not deliver change, ' said Clinton. 'But when I became vice president for communications I promised changes, and I hope that this will be the first of many.'

In advance of the new corporate identity, local associations will become ICE regions as soon as associations meet to amend their constitutions.

Under the change, an association such as North Western will become known as ICE North West.

The re-titling was agreed by the local association chairmen committee in March. They agreed that having 'ICE' in a regional title will create a coherent national identity. It is also intended to stop the ICE being seen as London-centric.

Following the success of the last Council meeting at the Civils 2002 exhibition - the first to be held outside Great George Street for several decades - Council agreed to consider holding one meeting a year outside London.

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