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Our Brand, Our Story:
Guidelines for Representing ASSA and the Actuarial Profession
Why the Brand Evolution?
A New Chapter for ASSA and the Profession
As ASSA actuaries navigate an increasingly complex world, the need for clear, credible, and consistent representation has never been greater. Explore how ASSA’s refreshed brand identity helps strengthen how the actuarial profession is recognised.
In a world marked by accelerating change and complexity, the actuarial profession is playing an increasingly vital role in delivering insights that empower sound decisions – from business and finance to climate and public policy.
Through engagement with members, industry leaders, and stakeholders, ASSA identified the need to rearticulate both the Society’s role and the profession’s relevance and impact. This strategic repositioning ensures that ASSA actuaries are seen not only as technical experts in risk but also as trusted, ethical, and resolute advisors who bring Clarity Amid Uncertainty.
Watch this launch video, introduced at the 2024 ASSA Convention, to see how ASSA now positions and communicates the importance and relevance of the actuarial profession.
This identity is not a change for the sake of appearance. It is a deliberate step by ASSA to:
- Amplify the visibility and relevance of the actuarial profession.
- Align the Society’s voice with its purpose.
- Support ASSA actuaries in extending their influence into new and emerging fields.
This evolution strengthens how the profession is recognised both within the actuarial community and broader stakeholder groups.
Grounded in Purpose
ASSA’s Role: Advancing Actuarial Excellence
As the professional body for actuaries in South Africa and across the continent, ASSA’s purpose is to advance actuarial excellence. ASSA exists to improve and further the profession by equipping ASSA actuaries with world-class education, supporting professional growth, and upholding the highest professional standards.
ASSA’s Strategic Focus: Educate. Develop. Uphold.
- Educate: We provide high-quality actuarial education that supports the advancement and progression into actuarial designations.
- Develop: We develop the actuarial profession to extend its influence into traditional and emerging fields.
- Uphold: We maintain rigorous professional and ethical standards, thereby safeguarding the profession’s integrity, and public trust.
What ASSA Actuaries Represent: Clarity Amid Uncertainty
ASSA actuaries are not only risk assessors. They are trusted, ethical professionals providing clarity in the face of uncertainty. Their unique skill set helps society navigate complexity and make smarter, more informed decisions that serve the greater good. In every context, from traditional fields to emerging sectors, actuaries help shape data-driven, ethical, and forward-thinking solutions for a changing world.
Bringing the Brand to Life
Brand Presentation
For course leaders, presenters, and committee members who need to create an ASSA Presentation. Please download the template file below that already contains the ASSA Branding.
Brand Colour Palette
The logo is Red and Blue. It is aesthetically inclusive so that it evokes energy and feelings of relatability to unity, intelligence and 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.
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.
Member Voices: Stories from the Profession
The refreshed identity is built around your voice. If you’re an ASSA member making a difference in your practice area, we’d love to share your story. Get in touch with us to showcase how you provide clarity in an uncertain world.
Get in Touch
For any Marketing-related enquiries, please send us an email.