The Association of Financial Advisers (AFA) has launched a new brand, unveiled at the Association’s 2011 National Conference.
The new logo is reminiscent of a kaleidoscope, which the Association says represents the many layers and complexity of life.
Launching the new brand during his opening address, AFA CEO, Richard Klipin, said the logo stands for the adviser’s ability to make sense of the future by arranging it into a more logical platform.
He explained that the new brand represents the Association’s four core values:
- Voice – being the most effective voice to government, media and consumer
- Education – providing a clear education and development pathway for financial advisers
- Leadership – delivering better access to insights and expertise
- Community – making a greater contribution to the Australian community through the AFA Foundation and fostering a strong community of advisers who learn, grow and thrive
The logo is accompanied by the tagline: Make it happen. According to AFA President, Brad Fox, AFA members ‘Make it happen’ for their clients every day.
“Good advice transforms lives and gives them choices in good times and bad,” he said. “AFA members help Australians build, manage and protect their wealth. ‘Make it happen is a reflection of the actions of the AFA and has many aspirational qualities.”
Mr Klipin said the rebrand was one of three strategic initiatives that would be unveiled at the conference this week.
