The IMI has launched new branding with ‘a contemporary classic feel’ which reflects the history of the professional association founded in 1920.
As part of a three year strategic plan, which began in April this year, IMI will streamline its complex offer and provide a single identity for all products and services. The full range of products and services will now be grouped under one of five colours.
Previous sub brands are renamed to align with the single IMI identity. ATA and AMA will be phased out to become IMI Accreditation and grouped under IMI Learning and Development. The current offer of over 250 Qualifications also sit within this group, as does eLearning and Professional Development along with Quality Assured Programmes, previously named QAA.
The full suite of resources that currently sit on the Autocity platform will now reside within the IMI Careers & Resources group. The sub brands of Autocity, 1stGear and HUBcap will be phased out.
IMI Membership has its own grouping and includes the ever popular member benefit – Motor Industry Magazine (MIM), which has also been rebranded and given a fresh new look as the newly named IMI Magazine. IMI Professional Register also gets a new look, although the name remains the same.
IMI CEO Steve Nash commented: “The new IMI branding is a result of a long and detailed process of stakeholder consultation and consumer research, matched by cutting edge design. The result will help us grow our membership base and improve the uptake of our learning and development products. It will also enable us to promote the motor industry and those who work within it more effectively.
“Beyond today, the brand will be formed by what we do and what we say. This starts with our demand that the Government introduces a licence to practise in the motor industry, to protect the public and promote the highly skilled and trustworthy people we represent. This combined activity resonates with our new strap line; Together, driving up standards”
The websites across the group are currently undergoing development to align them to the new brand.