Rankings
Organisation
Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
1=
Chartered Institute of Management Accountants
13
17
16
15
16
77%

CIMA is distinctive for many reasons, but not least because despite representing management accountants it isn’t blue! The brave use of magenta really stands out in the sector. This means its strength is less because of its obvious saliency and more because it is unexpected.

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1= Chartered Institute of Management Accountants

Messaging: 13, Visual Brand: 17, Consistency: 16, Quality: 15, Saliency: 16, Overall: 77%

CIMA is distinctive for many reasons, but not least because despite representing management accountants it isn’t blue! The brave use of magenta really stands out in the sector. This means its strength is less because of its obvious saliency and more because it is unexpected.

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1=
The Investment Association
18
14
15
15
15
77%

Clearly a very recent rebrand, it’s a job very well done. The messaging is simple but compelling. Though the visual brand is perhaps expected it’s very well executed. All of the details have been implemented faithfully.

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1= The Investment Association

Messaging: 18, Visual Brand: 14, Consistency: 15, Quality: 15, Saliency: 15, Overall: 77%

Clearly a very recent rebrand, it’s a job very well done. The messaging is simple but compelling. Though the visual brand is perhaps expected it’s very well executed. All of the details have been implemented faithfully.

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2=
The Royal Institute of British Architects
12
15
14
15
16
72%

Owning the url architecture.com is a great way of owning the sector. The website in particular is a designers dream with an unconventional user experience appropriate to the world RIBA represents.

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2= The Royal Institute of British Architects

Messaging: 12, Visual Brand: 15, Consistency: 14, Quality: 15, Saliency: 16, Overall: 72%

Owning the url architecture.com is a great way of owning the sector. The website in particular is a designers dream with an unconventional user experience appropriate to the world RIBA represents.

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2=
The Chartered Institute of Building
13
14
15
15
15
72%

Strong, confident, simple and with a slightly eclectic but coherent visual language. Though elements of the logo are pleasing, the typography lets it down. More importantly the acronym is challenging and confusing, and this is particularly apparent on the homepage of the website.

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2= The Chartered Institute of Building

Messaging: 13, Visual Brand: 14, Consistency: 15, Quality: 15, Saliency: 15, Overall: 72%

Strong, confident, simple and with a slightly eclectic but coherent visual language. Though elements of the logo are pleasing, the typography lets it down. More importantly the acronym is challenging and confusing, and this is particularly apparent on the homepage of the website.

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2=
Chartered Management Institute
16
14
14
14
14
72%

Rich messaging that also plays out well at a headline level, this brand is full of surprises. Interesting visual language, underpinned by strong colour and powerful use of typography and imagery.

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2= Chartered Management Institute

Messaging: 16, Visual Brand: 14, Consistency: 14, Quality: 14, Saliency: 14, Overall: 72%

Rich messaging that also plays out well at a headline level, this brand is full of surprises. Interesting visual language, underpinned by strong colour and powerful use of typography and imagery.

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6
The Law Society
14
13
13
14
16
70%

Nice use of moving image, good quality black and white imagery, a traditional but contemporary look and feel; the overall impression is one of gravitas. Though perhaps lacking a little distinctiveness, it is certainly a brand in tune with its target audience.

6 The Law Society

Messaging: 14, Visual Brand: 13, Consistency: 13, Quality: 14, Saliency: 16, Overall: 70%

Nice use of moving image, good quality black and white imagery, a traditional but contemporary look and feel; the overall impression is one of gravitas. Though perhaps lacking a little distinctiveness, it is certainly a brand in tune with its target audience.

7=
Royal Society of Chemistry
12
15
15
14
14
70%

Communications and brand have clearly been invested in, with a result that is surprising and yet appropriate. An even greater investment has been placed in managing consistency, which is very strong indeed. However, the consistency is applied with a heavy hand and is a little relentless. Pace would provide relief and greater sophistication.

7= Royal Society of Chemistry

Messaging: 12, Visual Brand: 15, Consistency: 15, Quality: 14, Saliency: 14, Overall: 70%

Communications and brand have clearly been invested in, with a result that is surprising and yet appropriate. An even greater investment has been placed in managing consistency, which is very strong indeed. However, the consistency is applied with a heavy hand and is a little relentless. Pace would provide relief and greater sophistication.

7=
Homeless Link
15
14
13
14
14
70%

Strong, emotive, crystal clear messaging that is consistently and powerfully applied from the lock-up with the logo, as well as throughout all collateral. In its shorthand, it also forms call to action. The rest of the scheme works pretty well too!

7= Homeless Link

Messaging: 15, Visual Brand: 14, Consistency: 13, Quality: 14, Saliency: 14, Overall: 70%

Strong, emotive, crystal clear messaging that is consistently and powerfully applied from the lock-up with the logo, as well as throughout all collateral. In its shorthand, it also forms call to action. The rest of the scheme works pretty well too!

9
The Chartered Institute of Public Finance & Accountancy
11
13
16
14
15
69%

The visual brand manages a careful balance. It reflects its audience well but is just a little unexpected. It is professional but modern. It’s consistent and has well considered elements in the illustration style, as well as the typographic mark. But there is an opportunity to up the ante further.

9 The Chartered Institute of Public Finance & Accountancy

Messaging: 11, Visual Brand: 13, Consistency: 16, Quality: 14, Saliency: 15, Overall: 69%

The visual brand manages a careful balance. It reflects its audience well but is just a little unexpected. It is professional but modern. It’s consistent and has well considered elements in the illustration style, as well as the typographic mark. But there is an opportunity to up the ante further.

10
Association of Accounting Technicians
11
11
15
15
14
66%

Though perhaps not a designer’s dream, the overall quality of communications is hard to criticise. Consistent and reasonably crafted visual elements, a fair degree of humanity with good quality photography of people from their world. Perhaps what’s missing is a more powerful message about their wider purpose beyond delivery of qualifications.

10 Association of Accounting Technicians

Messaging: 11, Visual Brand: 11, Consistency: 15, Quality: 15, Saliency: 14, Overall: 66%

Though perhaps not a designer’s dream, the overall quality of communications is hard to criticise. Consistent and reasonably crafted visual elements, a fair degree of humanity with good quality photography of people from their world. Perhaps what’s missing is a more powerful message about their wider purpose beyond delivery of qualifications.

11
British Bankers Association
14
12
14
11
14
65%

Clear but relatively unemotive messaging. Deceptively simple, distinctive logo in ‘banker blue’. Reasonably cohesive visual language but defined by gratuitous stripes.

11 British Bankers Association

Messaging: 14, Visual Brand: 12, Consistency: 14, Quality: 11, Saliency: 14, Overall: 65%

Clear but relatively unemotive messaging. Deceptively simple, distinctive logo in ‘banker blue’. Reasonably cohesive visual language but defined by gratuitous stripes.

12
Chartered Institute for Securities & Investments
12
13
12
12
15
64%

Professional, smart but predictable, with limited visual language and let down by a poorly designed annual report.

12 Chartered Institute for Securities & Investments

Messaging: 12, Visual Brand: 13, Consistency: 12, Quality: 12, Saliency: 15, Overall: 64%

Professional, smart but predictable, with limited visual language and let down by a poorly designed annual report.

13
General Dental Council
12
13
11
12
15
63%

Consistent, clear, professional and audience-centric in web design. The visual elements and messaging are functional but lack any richness or texture.

13 General Dental Council

Messaging: 12, Visual Brand: 13, Consistency: 11, Quality: 12, Saliency: 15, Overall: 63%

Consistent, clear, professional and audience-centric in web design. The visual elements and messaging are functional but lack any richness or texture.

14
Institute of Chartered Secretaries & Administrators
11
12
13
10
14
60%

Limited visual language, different logo variants and clear but unemotive messaging. Modern and clean but uninspiring.

14 Institute of Chartered Secretaries & Administrators

Messaging: 11, Visual Brand: 12, Consistency: 13, Quality: 10, Saliency: 14, Overall: 60%

Limited visual language, different logo variants and clear but unemotive messaging. Modern and clean but uninspiring.

15
Institution of Civil Engineers
14
10
11
10
13
58%

Rich and buried ‘shaping the world’ messaging, but leads with registered charity number information! Some nice but patchy visual elements. Challenges with acronym means name is frequently repeated.

15 Institution of Civil Engineers

Messaging: 14, Visual Brand: 10, Consistency: 11, Quality: 10, Saliency: 13, Overall: 58%

Rich and buried ‘shaping the world’ messaging, but leads with registered charity number information! Some nice but patchy visual elements. Challenges with acronym means name is frequently repeated.

16
Institute of Practitioners in Advertising
10
11
10
11
12
54%

Brand provides a blank canvas for member work. Nice user experience but not especially well crafted visual elements, though some of the printed collateral is more engaging.

16 Institute of Practitioners in Advertising

Messaging: 10, Visual Brand: 11, Consistency: 10, Quality: 11, Saliency: 12, Overall: 54%

Brand provides a blank canvas for member work. Nice user experience but not especially well crafted visual elements, though some of the printed collateral is more engaging.

17
The Portman Group
11
9
12
10
10
52%

Clear messaging. Quite an engaging user journey. Overall, considered and (what feels to be) appropriately understated. Though perhaps greater distinctiveness would help better promote the organisation.

17 The Portman Group

Messaging: 11, Visual Brand: 9, Consistency: 12, Quality: 10, Saliency: 10, Overall: 52%

Clear messaging. Quite an engaging user journey. Overall, considered and (what feels to be) appropriately understated. Though perhaps greater distinctiveness would help better promote the organisation.

18
General Medical Council
12
9
9
9
12
51%

Clear and audience focused in user experience, and messaging. Visual elements very much ‘of the sector’ but crudely put together.

18 General Medical Council

Messaging: 12, Visual Brand: 9, Consistency: 9, Quality: 9, Saliency: 12, Overall: 51%

Clear and audience focused in user experience, and messaging. Visual elements very much ‘of the sector’ but crudely put together.

19
The Investor Relations Society
10
11
10
10
10
51%

On the surface the messaging and visual brand promise much, but don’t deliver as the system unfolds. This is particularly the case with the annual report that should be ‘best in class’.

19 The Investor Relations Society

Messaging: 10, Visual Brand: 11, Consistency: 10, Quality: 10, Saliency: 10, Overall: 51%

On the surface the messaging and visual brand promise much, but don’t deliver as the system unfolds. This is particularly the case with the annual report that should be ‘best in class’.

20
Association of British Insurers
11
12
8
10
10
51%

There has been clear investment in the brand, but the results appear to have been implemented with limited impact. The user experience is also patchy. Confusingly the messaging opens with what the Association is not.

20 Association of British Insurers

Messaging: 11, Visual Brand: 12, Consistency: 8, Quality: 10, Saliency: 10, Overall: 51%

There has been clear investment in the brand, but the results appear to have been implemented with limited impact. The user experience is also patchy. Confusingly the messaging opens with what the Association is not.

21
Royal Institution of Chartered Surveyors
8
9
12
9
11
49%

The messaging is highly functional and scant. The imagery styles are poorly considered, inconsistent and together with the user experience suggest a split identity.

21 Royal Institution of Chartered Surveyors

Messaging: 8, Visual Brand: 9, Consistency: 12, Quality: 9, Saliency: 11, Overall: 49%

The messaging is highly functional and scant. The imagery styles are poorly considered, inconsistent and together with the user experience suggest a split identity.

22
Chartered Institute of Environmental Health
9
9
12
9
10
49%

Underpinned by awkward, constraining ‘swoosh’ graphic devices, though considerable effort has been made to deliver consistency, the result is unsophisticated.

22 Chartered Institute of Environmental Health

Messaging: 9, Visual Brand: 9, Consistency: 12, Quality: 9, Saliency: 10, Overall: 49%

Underpinned by awkward, constraining ‘swoosh’ graphic devices, though considerable effort has been made to deliver consistency, the result is unsophisticated.

23
Chartered Institute of Linguistics
9
9
12
9
10
49%

Unsophisticated logo attempts to manage an unwieldy name, rather than use an acronym and the crest. A real opportunity to make playful use of language in messaging and visual language has been missed.

23 Chartered Institute of Linguistics

Messaging: 9, Visual Brand: 9, Consistency: 12, Quality: 9, Saliency: 10, Overall: 49%

Unsophisticated logo attempts to manage an unwieldy name, rather than use an acronym and the crest. A real opportunity to make playful use of language in messaging and visual language has been missed.

24
Energy Institute
10
10
11
8
10
49%

Effort made to develop a consistent and modern brand. However, the results fail to deliver on the standards of an organisation whose purpose is to promote best practice.

24 Energy Institute

Messaging: 10, Visual Brand: 10, Consistency: 11, Quality: 8, Saliency: 10, Overall: 49%

Effort made to develop a consistent and modern brand. However, the results fail to deliver on the standards of an organisation whose purpose is to promote best practice.

25
Chartered Institute of Internal Auditors
11
7
10
9
10
47%

Online a confusing visual hierarchy, as a result of overly prominent advertising and ‘loud’ competing visual elements. Imagery style is underpinned by some confusing choices and logo is curiously abstract.

25 Chartered Institute of Internal Auditors

Messaging: 11, Visual Brand: 7, Consistency: 10, Quality: 9, Saliency: 10, Overall: 47%

Online a confusing visual hierarchy, as a result of overly prominent advertising and ‘loud’ competing visual elements. Imagery style is underpinned by some confusing choices and logo is curiously abstract.

26
BIVDA
9
6
12
6
10
43%

Uncrafted typographic mark. The visual language has been implemented with rigour but applied with a heavy hand. The visual style and messaging is of the sector but not distinctive.

26 BIVDA

Messaging: 9, Visual Brand: 6, Consistency: 12, Quality: 6, Saliency: 10, Overall: 43%

Uncrafted typographic mark. The visual language has been implemented with rigour but applied with a heavy hand. The visual style and messaging is of the sector but not distinctive.

27
Recruitment & Employment Confederation
6
9
12
8
8
43%

Confusing and schizophrenic brand architecture. Consistent use of colour and graphic language but unsophisticated. Confusing and possibly outdated logo on website.

27 Recruitment & Employment Confederation

Messaging: 6, Visual Brand: 9, Consistency: 12, Quality: 8, Saliency: 8, Overall: 43%

Confusing and schizophrenic brand architecture. Consistent use of colour and graphic language but unsophisticated. Confusing and possibly outdated logo on website.

28
ICAEW
10
6
12
7
7
42%

Confusing user experience. Despite strength of colour palette, a recessive brand. Evasive messaging.

28 ICAEW

Messaging: 10, Visual Brand: 6, Consistency: 12, Quality: 7, Saliency: 7, Overall: 42%

Confusing user experience. Despite strength of colour palette, a recessive brand. Evasive messaging.

29
The Institution of Engineering and Technology
10
7
6
8
10
41%

In the logo the challenges of working with acronyms become clear. Has visual pace but this is delivered through too much poor quality imagery.

29 The Institution of Engineering and Technology

Messaging: 10, Visual Brand: 7, Consistency: 6, Quality: 8, Saliency: 10, Overall: 41%

In the logo the challenges of working with acronyms become clear. Has visual pace but this is delivered through too much poor quality imagery.

30
Royal College of Veterinary Surgeons
8
8
8
7
10
41%

Overly complex logo comprising a wordmark, crest and purpose capturing strapline. Great animal photography but only in annual report. Visual language that doesn’t extend beyond use of ‘medical blue’.

30 Royal College of Veterinary Surgeons

Messaging: 8, Visual Brand: 8, Consistency: 8, Quality: 7, Saliency: 10, Overall: 41%

Overly complex logo comprising a wordmark, crest and purpose capturing strapline. Great animal photography but only in annual report. Visual language that doesn’t extend beyond use of ‘medical blue’.

31
EEF
11
8
8
7
7
41%

Impressive organisation with a brand that lets it down. Lacks focused messaging. Confusing name hierarchy at a logo level. Limited photographic style.

31 EEF

Messaging: 11, Visual Brand: 8, Consistency: 8, Quality: 7, Saliency: 7, Overall: 41%

Impressive organisation with a brand that lets it down. Lacks focused messaging. Confusing name hierarchy at a logo level. Limited photographic style.

32
Association of Chartered Certified Accountants
8
8
9
8
8
41%

Between third party advertising and undifferentiated hierarchies, it’s not clear where you should look first on the website. Dry messaging and the use of red provide the only cohesive elements. Too many fonts and the use of upper case deliver quite an aggressive look and feel.

32 Association of Chartered Certified Accountants

Messaging: 8, Visual Brand: 8, Consistency: 9, Quality: 8, Saliency: 8, Overall: 41%

Between third party advertising and undifferentiated hierarchies, it’s not clear where you should look first on the website. Dry messaging and the use of red provide the only cohesive elements. Too many fonts and the use of upper case deliver quite an aggressive look and feel.

33
Institution of Structural Engineers
8
6
7
8
11
40%

At first glance, nice messaging but it has the same elements as the Institution of Civil Engineers, a peer body. Relies heavily on great architectural photos for the overall impression but beyond that there is little brand strength.

33 Institution of Structural Engineers

Messaging: 8, Visual Brand: 6, Consistency: 7, Quality: 8, Saliency: 11, Overall: 40%

At first glance, nice messaging but it has the same elements as the Institution of Civil Engineers, a peer body. Relies heavily on great architectural photos for the overall impression but beyond that there is little brand strength.

34
Chartered Institute of Housing
11
6
7
7
9
40%

The logo and the strapline are confusing and hard to decode. However some nice messaging nonetheless. The brand relies heavily on purple for its coherence but has few ownable elements beyond this.

34 Chartered Institute of Housing

Messaging: 11, Visual Brand: 6, Consistency: 7, Quality: 7, Saliency: 9, Overall: 40%

The logo and the strapline are confusing and hard to decode. However some nice messaging nonetheless. The brand relies heavily on purple for its coherence but has few ownable elements beyond this.

35
MSI Global Alliance
10
5
11
5
8
39%

‘Swooshes’, globes and corporate blue, the brand is rich in visual clichés. An overall feel of Mid Atlantic and feels out of date. Messaging is not immediate.

35 MSI Global Alliance

Messaging: 10, Visual Brand: 5, Consistency: 11, Quality: 5, Saliency: 8, Overall: 39%

‘Swooshes’, globes and corporate blue, the brand is rich in visual clichés. An overall feel of Mid Atlantic and feels out of date. Messaging is not immediate.

36
Royal College of Psychiatry
10
6
7
6
7
36%

To an outsider, the shorthand and its use in the logo is complicated and whimsical. The strapline summarises the core purpose simply and well. The overall look and feel is unsophisticated.

36 Royal College of Psychiatry

Messaging: 10, Visual Brand: 6, Consistency: 7, Quality: 6, Saliency: 7, Overall: 36%

To an outsider, the shorthand and its use in the logo is complicated and whimsical. The strapline summarises the core purpose simply and well. The overall look and feel is unsophisticated.

37
British Medical Association
6
5
6
8
10
35%

Bland, spare and beyond the use of ‘medical blue’ it’s lacking personality and any form of distinctiveness.

37 British Medical Association

Messaging: 6, Visual Brand: 5, Consistency: 6, Quality: 8, Saliency: 10, Overall: 35%

Bland, spare and beyond the use of ‘medical blue’ it’s lacking personality and any form of distinctiveness.

38
College of Policing
10
6
8
3
8
35%

Emotive and clear but overly expansive messaging. Though the overall impression is not inappropriate, the quality is poor. Though the user journey is straightforward it lacks basics such as clicking on the logo to return to home.

38 College of Policing

Messaging: 10, Visual Brand: 6, Consistency: 8, Quality: 3, Saliency: 8, Overall: 35%

Emotive and clear but overly expansive messaging. Though the overall impression is not inappropriate, the quality is poor. Though the user journey is straightforward it lacks basics such as clicking on the logo to return to home.

39
Institute of Financial Accountants
10
6
8
3
8
35%

Effort has been made to develop a brand, but it’s not successfully pulled it off. The logo typography is whimsical. The illustrations and colour provide some consistency but are quite crude. Messaging lacks immediacy.

39 Institute of Financial Accountants

Messaging: 10, Visual Brand: 6, Consistency: 8, Quality: 3, Saliency: 8, Overall: 35%

Effort has been made to develop a brand, but it’s not successfully pulled it off. The logo typography is whimsical. The illustrations and colour provide some consistency but are quite crude. Messaging lacks immediacy.

40
College of Occupational Therapists
10
5
6
6
7
34%

The naming convention and acronym are confusing. The logo symbol is interesting and well drawn but hasn’t been exploited at all. The organisation’s compelling purpose is not supported by the overall brand.

40 College of Occupational Therapists

Messaging: 10, Visual Brand: 5, Consistency: 6, Quality: 6, Saliency: 7, Overall: 34%

The naming convention and acronym are confusing. The logo symbol is interesting and well drawn but hasn’t been exploited at all. The organisation’s compelling purpose is not supported by the overall brand.

41
Royal Society of Medicine
7
9
6
6
6
34%

The logo is considered, refined and well crafted, but this is where those communication principles begin and end. The annual report delivers an overdose of speech bubbles. Overall visual composition is crude.

41 Royal Society of Medicine

Messaging: 7, Visual Brand: 9, Consistency: 6, Quality: 6, Saliency: 6, Overall: 34%

The logo is considered, refined and well crafted, but this is where those communication principles begin and end. The annual report delivers an overdose of speech bubbles. Overall visual composition is crude.

42
British Dental Association
6
6
7
5
9
33%

Lacks any clear messaging. Beyond ‘medical blue’ and a simple wordmark, there are few if any brand elements and certainly little consistency.

42 British Dental Association

Messaging: 6, Visual Brand: 6, Consistency: 7, Quality: 5, Saliency: 9, Overall: 33%

Lacks any clear messaging. Beyond ‘medical blue’ and a simple wordmark, there are few if any brand elements and certainly little consistency.

43
Chartered Institute of Taxation
9
4
7
4
9
33%

Contrived logo, which then plays out in the overall look and feel. Stark brand and poor quality design overall.

43 Chartered Institute of Taxation

Messaging: 9, Visual Brand: 4, Consistency: 7, Quality: 4, Saliency: 9, Overall: 33%

Contrived logo, which then plays out in the overall look and feel. Stark brand and poor quality design overall.

44
British Association for Counselling and Psychotherapy
10
5
3
7
8
33%

Well crafted logo on homepage but different versions of the logo typography seem to exist elsewhere. Functional but over busy, too much content, little visual equity and confusing sub brands and brand architecture.

44 British Association for Counselling and Psychotherapy

Messaging: 10, Visual Brand: 5, Consistency: 3, Quality: 7, Saliency: 8, Overall: 33%

Well crafted logo on homepage but different versions of the logo typography seem to exist elsewhere. Functional but over busy, too much content, little visual equity and confusing sub brands and brand architecture.

45
Chartered Institute of Public Relations
7
7
6
7
6
33%

Beyond the logo, little brand. Presentation fails to reflect the profession it represents. Off the shelf values (honesty, integrity), no visual language and the document that describes creativity is not creative in itself.

45 Chartered Institute of Public Relations

Messaging: 7, Visual Brand: 7, Consistency: 6, Quality: 7, Saliency: 6, Overall: 33%

Beyond the logo, little brand. Presentation fails to reflect the profession it represents. Off the shelf values (honesty, integrity), no visual language and the document that describes creativity is not creative in itself.

46
Personal Finance Society
8
6
8
5
6
33%

Curious and complex logo, and hard to determine relationship with Chartered Insurance Institute. Beyond navy blue there are few communication elements to comment on.

46 Personal Finance Society

Messaging: 8, Visual Brand: 6, Consistency: 8, Quality: 5, Saliency: 6, Overall: 33%

Curious and complex logo, and hard to determine relationship with Chartered Insurance Institute. Beyond navy blue there are few communication elements to comment on.

47
Electrical Contractors’ Association
7
4
6
5
9
31%

No discernible brand or personality. Another example of an impenetrable acronym that needs to be explained. Curious logo symbol. Little visual language or messaging.

47 Electrical Contractors’ Association

Messaging: 7, Visual Brand: 4, Consistency: 6, Quality: 5, Saliency: 9, Overall: 31%

No discernible brand or personality. Another example of an impenetrable acronym that needs to be explained. Curious logo symbol. Little visual language or messaging.

48
Chartered Institute of Procurement & Supply
6
5
10
5
5
31%

Crass logo reflecting globe and letters from the acronym. Consistent but completely irrelevant imagery. The execution doesn’t reflect the organisation’s commitment to quality.

48 Chartered Institute of Procurement & Supply

Messaging: 6, Visual Brand: 5, Consistency: 10, Quality: 5, Saliency: 5, Overall: 31%

Crass logo reflecting globe and letters from the acronym. Consistent but completely irrelevant imagery. The execution doesn’t reflect the organisation’s commitment to quality.

49
Chartered Institute of Marketing
7
5
9
9
1
31%

The much trumpeted rebrand of 2014 disappoints. The representative body of a creative sector makes expansive use of dark blue and the ‘temporary website’ is still temporary. The redrawn crest will continue to divide and its relationship with the CIM symbol is poorly defined.

49 Chartered Institute of Marketing

Messaging: 7, Visual Brand: 5, Consistency: 9, Quality: 9, Saliency: 1, Overall: 31%

The much trumpeted rebrand of 2014 disappoints. The representative body of a creative sector makes expansive use of dark blue and the ‘temporary website’ is still temporary. The redrawn crest will continue to divide and its relationship with the CIM symbol is poorly defined.

50
Chartered Insurance Institute
7
6
7
5
5
30%

Dull with a surprising lack of brand credibility for an organisation of import. No attempt to engage or deliver any kind of message. Curious logo that is hard to determine.

50 Chartered Insurance Institute

Messaging: 7, Visual Brand: 6, Consistency: 7, Quality: 5, Saliency: 5, Overall: 30%

Dull with a surprising lack of brand credibility for an organisation of import. No attempt to engage or deliver any kind of message. Curious logo that is hard to determine.

51
Royal College of General Practitioners
5
6
6
4
8
29%

Logo symbol and typography is very considered. Beyond that, bland and relying on blue to hold it together. No distinguishing features.

51 Royal College of General Practitioners

Messaging: 5, Visual Brand: 6, Consistency: 6, Quality: 4, Saliency: 8, Overall: 29%

Logo symbol and typography is very considered. Beyond that, bland and relying on blue to hold it together. No distinguishing features.

52
Chartered Institution of Wastes Management
8
6
4
4
5
27%

An interesting crest that could have been made more of. Awkwardly spaced typographical mark. Delivers an overall impression of very ‘home made’.

52 Chartered Institution of Wastes Management

Messaging: 8, Visual Brand: 6, Consistency: 4, Quality: 4, Saliency: 5, Overall: 27%

An interesting crest that could have been made more of. Awkwardly spaced typographical mark. Delivers an overall impression of very ‘home made’.

53
British Printing Industries Federation
7
4
8
4
4
27%

Unusual strapline, unsophisticated ‘pixelated’ logo and an over-trinketed look and feel suggesting little thought has been exercised in communications.

53 British Printing Industries Federation

Messaging: 7, Visual Brand: 4, Consistency: 8, Quality: 4, Saliency: 4, Overall: 27%

Unusual strapline, unsophisticated ‘pixelated’ logo and an over-trinketed look and feel suggesting little thought has been exercised in communications.

54
British Institute of Facilities Management
7
4
10
3
3
27%

Photographic imagery that delivers the wrong impression, some attempt at a logo that reflects a message of ‘advancement’ but simply lacks credibility. The corporate film online lasts more than 30 minutes and the tone seems wide of the mark.

54 British Institute of Facilities Management

Messaging: 7, Visual Brand: 4, Consistency: 10, Quality: 3, Saliency: 3, Overall: 27%

Photographic imagery that delivers the wrong impression, some attempt at a logo that reflects a message of ‘advancement’ but simply lacks credibility. The corporate film online lasts more than 30 minutes and the tone seems wide of the mark.

55
Federation of Small Businesses
6
4
4
4
4
22%

The logo appears very outdated. The overall impression doesn’t support the strapline of ‘The UK’s leading business organisation’. The messaging is patchy in quality. The brand and communications lack credibility.

55 Federation of Small Businesses

Messaging: 6, Visual Brand: 4, Consistency: 4, Quality: 4, Saliency: 4, Overall: 22%

The logo appears very outdated. The overall impression doesn’t support the strapline of ‘The UK’s leading business organisation’. The messaging is patchy in quality. The brand and communications lack credibility.

56
British Computer Society
4
4
8
3
3
22%

Unsophisticated shield with a confusing relationship between BCS acronym and ‘The Chartered Institute for IT’. The use of green is relentless but provides some cohesion. The film is long and irrelevant. Overall a surprising lack of quality for an organisation of its scale and with its focus.

56 British Computer Society

Messaging: 4, Visual Brand: 4, Consistency: 8, Quality: 3, Saliency: 3, Overall: 22%

Unsophisticated shield with a confusing relationship between BCS acronym and ‘The Chartered Institute for IT’. The use of green is relentless but provides some cohesion. The film is long and irrelevant. Overall a surprising lack of quality for an organisation of its scale and with its focus.