Beginning in June, CA profession in Canada will replace the graphic symbol that has represented it since 1991 with a new, more modern, colorful and dynamic logo. The new design reflects the confidence, leadership and value provided by the more than 71,000 CAs and 9,500 students in Canada and Bermuda who make up the profession's membership. Creating a new face for Canada's CAs is part of the profession's current branding program. The branding program was launched last fall and is aimed at shifting perception away from inaccurate stereotypes and increasing recognition of the value CAs provide to individuals, businesses and capital markets and economy. Using advertising, media and stakeholder relations, the profession is building awareness and understanding that CAs provide business insight, strategic thinking and leadership in addition to the financial expertise for which they are known.

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Chartered accountants