The Canadian CA Logo - 1991 to 2011

In 1991, the Chartered Accountants of Canada introduced a new CA logo to present “A Bold New Image...with a Focus on the Future” aimed at creating a new visual identity for Chartered Accountants (CAs) across Canada. According to the Announcement Brochure: “Symbolizing the unity of our profession across the country, the new image provides a strong foundation for clear, consistent communication.” and “The new identity reflects the pride we feel regarding our history of success, and the enthusiasm with which we face our future as Chartered Accountants in Canada.”



The announcement states: “This new design will be used by all the provincial institutes as well as by The Canadian Institute of Chartered Accountants. This consistency of application will help to communicate the strength, stability and endurability of a cohesive, national profession. The identity derives exceptional strength from the clean simplicity of its design. It incorporates the letters “CA” into the visual symbol of a building block or cornerstone to further reinforce the concepts of strength and unity.” The announcement also states that: “The timelessness of the classic design reflects our long-standing tradition of quality. A tradition which reaches back through more than 100 years of history and will reach forward into our future.” (To view and read the announcement, click on the images.)

This new CA logo received a certificate of merit in the corporate identity category at the First Annual Design Effectiveness Awards in 1992 (see the article “CA Logo Wins Recognition”  on page 8 of the August 1992 issue of CA Magazine). The logo served the CA profession for about 16 years, until 2007, when a dynamic and modern redesigned logo was unveiled (refer to Canada’s CAs symbolized by new logo, posted on May 4, 2011).

Strategic Crossroads for the CA Profession

The Report of the Task Force on Strategic Planning was completed in July 2004 and subsequently endorsed by each of the governing bodies of the Canadian CA profession. The Message from the Chair provides a perspective on the strategic planning process. It notes: “By early 2003, the profession’s last major “vision” project from the mid-1990s required a rethink, given the many shifts in our environment over the last decade. The Task Force on Strategic Planning was established in the summer of 2003. Member and market input and analysis occupied the initial period of the Task Force’s work.”

“This report can only capture a portion of the very valuable intelligence and ideas we garnered from this activity but we are satisfied that our recommendations are based on solid evidence and sound analysis. Past strategic planning by our profession was our starting place for this exercise. We found the underlying planning to be very strong but did observe problems with execution, given our complex decision-making framework and diverse priorities of the provincial Institutes/Ordre. We are confident this has been overcome by the strong support and cooperation among the senior management group, the Council of Senior Executives (CSE), regarding our work. We recommended a new vision “trusted, internationally recognized financial leaders in senior management, advisory, tax and assurance roles.” ...CAs enjoy a very strong starting position in achieving this vision but bold action is required in four areas — branding, education, member relations and the public trust.”

(Read the CICA report Strategic Crossroads for the CA Profession and the related Appendices, published in October 2004.)

Naming and Branding: Accountants and Accountancy Bodies in the British Empire and Commonwealth 1853-2003

The number of professional accountancy bodies and accountants within the British Empire and Commonwealth has greatly expanded within the last 150 years. The names of these bodies have followed a formula pioneered in Britain in the 19th century and certain designations, notably "chartered accountant" have evolved as brand names. Access to and use of these brands has spread not with colonization but with decolonization of the settler colonies and then the nonsettler colonies. This reserach paper charts these developments, noting the apparent paradoxes of the proliferation of royal charters in an increasingly non-monarchical UK, charters in republics, and how each country’s experience has been different. It concludes with a look at branded accountants in a global economy. Read the preliminary draft paper “Naming and Branding: Accountants and Accountancy Bodies in the British Empire and Commonwealth 1853-2003” by R.H.Parker, University of Exeter, UK. (References to developments in Canada are on pages 12-14)

Going digital - Global Accounting Alliance

The Global Accounting Alliance (GAA) comprises the world's leading professional accountancy institutes. It promotes quality services, shares information and collaborates on important international issues. As part of this effort, the GAA publishes an online journal to which its member organizations, including the Canadian Institute of Chartered Accountants (CICA), contribute articles. The April 2010 issue of GAA Accounting is available online and as a Digital Edition. Digital archives date back to June 2008.