The Institute of the Motor Industry is undergoing a rebrand.

Prompting the decision was the recognition of a lack of awareness of the link between some of its sub-brands and the main IMI body.

Agency Cyber-Duck has been selected to execute a brand overhaul to simplify and amplify the IMI brand, complementing its new strategic direction.

“Refocusing the IMI as a future-oriented organisation requires more than a new strategic direction,” Steve Nash, CEO of the IMI said. 

“The organisation needs a clearer, less complicated way of projecting what it is and what it stands for."

The project will focus on the definition of a brand strategy to draw together the IMI’s current range of products and services under a single brand, including a single logo as well as consistent photography, typography and tone of voice across all products and services.

In addition to providing clear and comprehensive brand guidelines, Cyber-Duck will also advise on the IMI’s brand presentation through offline brochures, adverts and stationery and digital channels along with providing further marketing recommendations.