We designed and implemented the new visual brand identity design and logo nomenclature for the Chartered Professional Accountant designation that supports the unique value proposition of the unification of the three legacy accounting designations (CA, CMA and CGA) under a common banner by involving the 38 to 40 different regional bodies in the creation of the new identity.
Working with the CPA Brand Committee, national leaders, internal design team as well as external consultants, a new identity was designed conveying the national pride of the new CPA Canada designation. We developed the CPA Brand Standards and Guidelines to provide the blueprint for all design work used by design partners internally (nationally and provincially) to create new templates and rebrand existing documents. Ensuring the visual identity is used throughout the organization in a comprehensive and cohesive fashion, as applied to print, advertising, and digital applications.
The CPA logo concepts and designs created by team members:
Cathy Ledden, Creative director and designer
Susan Mosdell, Designer
Alison Birtles-Fraser, Designer
Leaf symbol refinements: Stephen Chien, Beware of Dog Studio
CPA Brand Standards and Guidelines, 100 +pages, production and design by Cathy Ledden, Susan Mosdell and Bill McLean.
“Working with Cathy and the team at Ledden Design iT has been a wonderful partnership experience. It was a real challenge to design and launch the new brand Canadian Charter Professional Accountants in 2013. The Canadian CPA profession is represented by CPA Canada and provincial and regional bodies across the country. Gaining consensus on what the new brand should represent and how it should capture the brand attributes was a journey. Cathy and the team were right beside us all the way – committed professionals helping iteration by iteration until we developed a strong, relevant and recognizable brand that conveyed the unique value proposition of our profession.
Ledden Design iT then took on the task of developing comprehensive brand guidelines working closely with a myriad of representatives from the multiple CPA bodies ensuring we have input and buy-in from the brand champions responsible for bringing the Canadian CPA alive in the marketplace. The Ledden Design iT team’s concept of marrying green and blue pointillism in the form of a Canadian Maple leaf with the CPA designation makes immediately recognizable the strength, trust and the value associated with the Canadian CPA. Our work with Cathy and the team ensured that we not only developed a comprehensive and effective brand system but also created the internal pride and support for rolling out our brand across the country and internationally. The partnership with Ledden Design iT did not end there. In the years after launch, the team has stood beside CPA helping us whenever we reached out for input. Cathy and team are highly-skilled, committed and true professionals whom I would highly recommend.”
— Heather D. Whyte, MBA, CDMP
SVP, Marketing, Communications & Public Affairs
Chartered Professional Accountants of Canada