Learning | Branding In Action

Our Brand, Our Identity

The CFA Institute brand is known throughout the world, synonymous with excellence, credibility, and the highest of standards. When considering trademarks, protection, marketing, and the associated goodwill, the CFA Institute brand has been valued at more than $200 million (USD)!

Together, we can create a culture of proper brand use across our societies, ensuring that our brand remains strong and respected worldwide.

What will I learn here?

You will learn how to protect and properly use the CFA Institute brand.

Objectives:

Learn what the CFA Institute brand and trademarks are and why they’re valuable
Understand how to protect our brand and why it is important
Learn what elements make up our brand and proper use of each
Learn do’s and don’ts of brand and trademark use

Quick links

Protecting and Properly Using the CFA Institute Brand

WHY PROTECT OUR BRAND?

The importance of proper brand usage

WHAT’S IN A BRAND?

A name, term, design, symbol or any other feature that identifies one’s good or service as distinct from those of others.

WHY THE CFA INSTITUTE TRADEMARK IS IMPORTANT

A trademark:

Identifies the organization as a credible and trustworthy authority to governments, academic institutions, regulators, and commercial enterprises.
Symbolizes the value add that is recognized by investment professionals, employers, and the general public.

This contributes to increasing numbers of CFA candidates each year, as well as growing membership, revenue and influence.

WHY IS IT IMPORTANT TO PROTECT OUR BRAND?

The public must understand the trademark identifies an exclusive source of the product (CFA Institute) instead of the name of the product itself.

If “CFA” ever becomes a thing, it will no longer be our thing.

PROPER USAGE GUIDELINES

How to properly use our trademark, logo, and colours

TRADEMARK USAGE

Must use a trademark as it is registered – eg: no re-wording of taglines.
Must use a trademark as an adjective, not a noun.
Must ONLY use words associated with how the mark is registered after the “CFA” designation trademark.

CFA^® MARK AND ‘FRIEND WORDS’

CFA Institute (never “CFAI” or “the CFA Institute”)
CFA Institute member
CFA Society^® or Societies
CFA Society Location
CFA^® Program
CFA^® Program curriculum
CFA^® charterholder
CFA^® designation
CFA^® charter
CFA^® candidate
A charterholder’s name (Paul Smith, CFA)

TRADEMARK DO’S AND DON’TS

Common Misuse	Correct Usage
“When I received my CFA”	“When I received my CFA charter”
“The CFA got the job”	“The CFA Charterholder got the job”
“I am heading to CFAI”	“I am heading to CFA Institute”
“I am a member of CFA Society of [Location]”	“I am a member of CFA Society [Location]”

LOGO USAGE

The symbol represents the collective identity of our global community of investment professionals centred around a core of ethical best practice.
Made up of the symbol (pinwheel) and wordmark (CFA Institute).

LOGO CLEAR SPACE

Maintain a clear space free of other graphic elements – such as type, images, other logos, and the edge of pages – equal to 3/4 the height of the symbol.
This clear space should extend around the entire logo.

PLEASE DON’T...

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LOGO USE ON DIFFERENT BACKGROUNDS

When 20% or less gray is used as background, use full-color positive logo.
When 30% or more gray is used as background, use white reversed logo.
The logo in one colour or black may be used when full-color printing is not available or on business communications where color will not transmit.

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COLOUR USAGE

COLOUR PALETTE

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WHICH COLOURS TO USE WHERE

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Brand Resources

Access resources to support your brand building efforts.

Member Value

How we equip and support our members to better serve clients and accelerate their professional success.

Month published

CFA Institute Goal

Content Type

Topic

Branding In Action

Protecting and properly using our brand