Chartered Accountants Stamp Out Stereotypes

Chartered Accountants Stamp Out Stereotypes

When you hear “Chartered Accountant” what words come to mind?

On the positive side, you may have thought professional, diligent or knowledgeable but it’s not likely that words like interesting, innovative or creative came to mind.

Chartered Accountants are widely regarded as the best technical accounting minds in business around the world. But the reality is that Chartered Accountants are so much more than this.

“We were in need of a fresh brand that better represents the diversity of our membership,” said CEO of Chartered Accountants Australia and New Zealand Lee White.

Chartered Accountants Australia and New Zealand partnered with BRR for the rebrand.

“When it came to developing a new brand, we recognised the need to overcome old stereotypes without neglecting our heritage,” Mr White said.

The brand is underpinned by four values:

  • Connected Intelligence
  • Principled Leadership
  • Disruptive Doing
  • Lifelong Learning

The essence behind the new brand is ‘sound ingenuity’ – meaning Chartered Accountants’ rare combination of logic, financial rigour and reliable judgement while also having complimentary qualities of being clever, original and innovative.


The new logo (pictured above) is a contemporary wordmark of the ‘CA’ initials. The wordmark will can be displayed in three different colour combinations, keeping the brand fresh.

Chartered Accountants Australia and New Zealand will continue promoting the new brand identity throughout Australia and New Zealand in the coming months.

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