ifs logo explained

In August 2006 as a part of the changes to our Royal charter, our name changed. A new visual identity will position us as a world-class 'business school for finance' as we go forward.

Our logo has been designed to represent our values:

The dominant forward-facing arrow represents the ifs School of Finance's style: fast, expert, innovative and at the forefront of financial education.

Meanwhile, the smaller rear-facing arrow is our fleeting glance to the past, and our signal to stakeholders that the ifs is well-established and that we have a long heritage of delivering education of the highest quality.

The two arrows – representing past and future – are inextricably linked and overlap. This demonstrates what the ifs strives to achieve – a balance between tradition and modernity.

The resulting effect of the overlapping arrows is a defence around a kite shaped pennant; this represents our customers, students and members. We believe that, from an industry perspective, our services can protect individuals' careers, and organisations' competitive advantage. From a social perspective, we believe our education can protect society from personal finance mis-management.

The two over-lapping arrows become a visual device in their own right, and appear as a trophy. This trophy signals the ifs' core value: 'winning'.