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Thoroughly modern ICE logo appeals to youth

THE ICE this week unveiled a trendy new logo in a bid to attract younger members.

The logo, developed by consultant Arup, will spell out the letters 'ICE' in a modern type face.

The traditional coat of arms featuring a beaver and a crane has been given its marching orders from the main logo and will only figure on formal documents such as awards and member certificates.

'The new image is a signal of change for the future of the organisation, ' said ICE communications director Ann Moir. 'We need to get more young people coming in, and this (identity) says we are an organisation you want to be part of.'

The new logo will feature on all ICE stationery and publications, starting with the 2002 Annual Review which is now being sent to members.

Up to six different colour schemes will offer flexibility in delivering the ICE's many themes, and the simplicity of the design should ensure that the image can be used uniformly across all of the ICE's regions.

'Before we didn't look like one organisation, ' said Moir.

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