CFA
Inspiring a New Generation of Investment Professionals
CFA Institute, the world’s leading accrediting body for investment management professionals, has long set the benchmark for ethics, knowledge, and professionalism in finance. With over 190,000 members across 160 markets, the not-for-profit organization plays a pivotal role in shaping the future of the investment industry. To continue engaging the next generation of professionals, CFA Institute set out to reimagine its brand identity for a new era.
Role
Senior Designer
Client
CFA Institute
Creative Services
Identity Design
Brand Guidelines
Editorial Design
Campaign Design
Design
Meg Beckum
Claudia Sandoval
Jayden Byun
Dee Dalencour
Steve Haslip
STRATEGY
Paul Collins
CHALLENGE
Preserving Prestige, Driving Relevance
After decades of growth, CFA Institute faced a brand challenge: its visual identity no longer reflected its global stature or modern relevance. The organization needed a design system that could preserve its revered status while energizing its voice for a new audience. The goal was to highlight CFA Institute’s influence as a positive force for the industry—while inspiring young professionals to see finance as a career with purpose and impact.
A Confident, Future-Focused Identity
The new brand system is anchored by the aperture symbol—a dynamic device that opens and closes to represent the “big-vision potential” of a career in investment. Bands of stripes within the aperture symbolize the individual decisions that CFA members make daily, which collectively drive meaningful global change. This emblem became the cornerstone of a flexible design system spanning all touchpoints, simplifying the brand architecture while amplifying its voice. The visual language emphasizes confidence, inclusivity, and forward momentum—capturing the modern CFA Institute as a diverse global community shaping the future of finance.
IMPACT
Expanding Global Reach & Influence
The refreshed identity has reinvigorated CFA Institute’s position as a trusted, innovative leader in investment management. With its new brand, the organization has successfully launched new services and content platforms, strengthened member engagement, and improved acquisition metrics. The work has been recognized internationally for creative excellence, underscoring how the identity not only honors CFA Institute’s heritage but also empowers it to inspire bold new levels of innovation and value in the industry.
160
markets served globally
190,000+
charterholders worldwide
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