BRIDGETOWN, Barbados — The Caribbean Examinations Council (CXC) launched a corporate rebranding programme on Monday.
The goal of the CXC rebranding programme is to reinvigorate the CXC brand among all stakeholders with a view to consolidate CXC’s position as the major market leader in the provision of internationally recognized examination products and services, while remaining relevant to the needs of the region.
One of the major changes to the new CXC brand is a refresh of the iconic CXC logo. The logo is not being totally changed, but rather is being enhanced to reflect a modern, IT-Intelligent, technologically savvy CXC.
The iconic image of the learner writing at a desk has been retained with the learner now using a digital device rather than pen and paper.
“What CXC and the marketing company wanted to achieve was to preserve the spirit and integrity of the old logo, but at the same time refine the new logo to reflect an organization that is digitally ready and serving a more sophisticated and savvy customer,” explained Glenroy Cumberbatch, registrar of CXC.
CXC will maintain 100 percent cyan as its corporate colour, which will be complemented by primary and secondary colour palettes to be used for distinguishing the CXC qualifications offerings and for promotional purposes.
Each of the six CXC qualifications: Caribbean Primary Exit Assessment, Caribbean Certificate of Secondary Level Competence, Caribbean Vocational Qualification, Caribbean Secondary Education Certificate, Caribbean Advanced Proficiency Examination and the CXC Associate Degree, now has an official logo and colour.
These qualifications also form an integral part of the CXC rebranding; a tab with all the qualifications anchors the bottom of all CXC stationary items including letterheads, business cards, notepads, and complimentary slips.
All customer touch points of CXC will be rebranded, inclusive of promotional materials: banners, brochures, handbooks, booklets and flyers. The social media platforms of CXC: Facebook, Twitter, LinkedIn, Slide share and YouTube will also be rebranded come Monday 31 August.
Monday was rebranding day at CXC. Throughout the day, CXC hosted a series of activities mainly on its social media platforms, including a live webinar. Cumberbatch, issued a message to all stakeholders and CXC officials made several media appearances.
Monday also signalled the start of the media campaign that will accompany the rebranding programme. The campaign will include a television infomercial, radio, print and social media advertising.
CXC anticipates that the rebranding exercise will improve stakeholders’ knowledge of the variety of products and services CXC offers. Traditionally, CXC was viewed simply as an examination board, however, while examinations administration is CXC core business, CXC uses its more than 40 years of experience and accumulated expertise to offer consultancy services to governments and other agencies in a variety of areas.
The brand experience of stakeholders will also improve as CXC moves to become more responsive to clients’ desired service levels, and product and service needs as part of the strategic objective of the organization.
Other elements of the rebranding programme will be introduced over a period of time as publications are revised and new elements are rolled out.