The rebrand, undertaken by design consultancy Elmwood New York, aims to refresh the visual architecture of the CFA Institute, a not-for-profit global organisation, and remind stakeholders that it has a positive impact in the world of investment. Calling it a “brand-lift project”, Meg Beckum, executive creative director at Elmwood, explained that the design system for CFA reinforces the company’s approach to innovation and transformation. The aperture icon at the epicentre of the rebrand is symbolic of this, while its band of closed stripes are intended to represent individual choices the CFA enables its clients to make, also providing an easily identifiable brand image.
