ASSA 2022 Brand Refresh

Introducing ASSA’s Key Brand Refresh Changes
Old vs New

We are excited to announce that as of 26 October 2022, ASSA is rebranding with a new logo and colour scheme as part of the ongoing movement and diversification the actuarial brand. Our new and improved brand identity, includes a new definition of our logo and colors.

We have re-focused our energy on becoming a member-centric organisation with the actuarial profession and brand evolving to a presence in climate change, data science and wider fields, we felt it was time for a change.

We have been boldly respectful of our past, and have chosen to enhance our original logo, which captures the ASSA vision of a profession of substance and stature as the primary source of authoritative advice and thought leadership for financial and other measurable risk.

The refreshed ASSA logo reflects who we are today and is a symbol of a diversified and inclusive actuarial profession for the future. The Century Gothic font which we have introduced is associated with an open and friendly style, with a classic aesthetic to it. The ASSA values, strategy and goals have been analysed and the new brand identity is a reflection of a modern look which speaks to a member centric ASSA.

Brand Colour Palette

The new logo is Red and Blue. It is aesthetically inclusive so that it evokes energy and feelings of relatability to unity, intelligence and an authority in the financial sector. We want members to feel connected with the new brand identity as proud brand ambassadors for ASSA and the actuarial profession.

We have introduced bright colors to the brand identity for the Student Sector which aligns with the energy of the sun and the earth. Teal symbolises clarity, creativity and compassion. Yellow and orange symbolise courage, fun, quality and trust. In this context, the bright colours celebrate the beginning of a new era for ASSA whereby we are more interactive, engaged and present to our members and the broader actuarial community.

The ASSA brand colour palette is
divided into professional, student
and contrast colours. The
extended variety of colours is
intended for design diversity, yet
consistency – across the various
deliverables, for example:

Professional Colours: Only use
these colours when marketing
the ASSA Brand, Professional
& Student Sectors eg. business
identity

Student Colours: Used for
Student Sector: Event print and
digital media and diagrams
where brighter colours are
required.

Contrast Colours: Use these
colours to compliment/enhance
the Primary Colour palette,
when additional colours are
required for advertising/design
purposes.

Brand Images

The ASSA brand refresh has given the organisation a fresh brand identity that demonstrates the desired vision of reaching further as a profession in South Africa, Africa and globally.

Updates will take time to roll-out

Should you have used the ASSA logo in any of your marketing materials, we would like to request that you make the necessary updates and will appreciate your support in this regard. If you have any questions, please contact:

We are Moving Together Towards the Future