The Chartered Insurance Institute (CII) has rebranded to build public trust in and unify the professions the organisation serves.

The revamp follows a full strategic review in January 2016, which identified brand hierarchy and architecture, nomenclature and identity as areas of focus.

The new design aims to unify the sector under one clear system with a “logical and rational approach”.

Ian Simons, marketing director at CII, said: “This meant that we could clearly demonstrate the value of the new identity, buying in all of our stakeholders and avoiding subjective debate. We now have a visual identity that is forward-looking, public-facing and ready to grow with us along with our ambitious goals.”

Created by marketing agency Smith & Milton, the logo is modern, updating the original coat of arms with a simplified line version. The organisation has also chosen to modernise its tagline, translating its Latin motto into ‘Standards. Professionalism. Trust’.

Rob Wade, group creative director at Smith & Milton, said: “The new visual identity showcases the CII as a relevant, modern and diverse organisation. The brand mark is a contemporary interpretation of the CII’s original heraldic mark – building on the organisation’s rich history and focusing on the symbolism inherent in the coat of arms.”