The Personal Finance Society is getting a new look.

The CII, PFS and the Society of Mortgage Professionals are all adopting the same group logo and motto as part of a group brand revamp.

The new logo is a contemporary version of its original coat of arms, which was granted alongside the Royal Charter to “secure and justify the confidence of the public”.

The group will adopt a new tagline 'Standards. Professionalism. Trust.', already used by the PFS, in place of the original Latin used by the CII.

The logo has been designed to embody the united profession that the CII serves. Each major class of business is represented. The United Kingdom is shown by the lion and unicorn, both of which have fish scales symbolising international trade.

The public will also see the brand through corporate and individual Chartered status marks.

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Sian Fisher, CEO of the Chartered Insurance Institute, said: “Our strategic manifesto set out an ambitious programme for change. But our heritage is a vital part of the picture, particularly for the public. We were established over a century ago with a focus on public interest, and now more than ever, the public needs to be able to trust in professional standards delivered consistently."

Keith Richards, CEO of the Personal Finance Society added: "Greater unity across financial services more broadly will help to improve public perceptions by demonstrating professionalism rather than what can otherwise often be seen as a fragmented and disparate industry. The public generally don't segment or differentiate between services or sectors in the way the market does and we recognise the value of demonstrating unity across our own branding."