AM Online

New look IMI unveiled

The IMI has today revealed new branding and a streamlined offering.

The new IMI brand offers a contemporary classic feel which reflects its history. In an ultra modern industry, the professional association, born in 1920 and resplendent with tradition, is now poised to rocket into the future. 

The Institute of the Motor Industry (IMI) has unveiled a new brand image, as part of a three year strategic plan, which began in April this year,

It has carried out a streamlining process for what it admitted was a complex offering with the aim of providing a single identity for all products and services.

Working with agency Cyber Duck for six months, the new brand has been developed in consultation with existing customers and key industry figures.

The end result is a new logo, product and service groupings with colour references that make them easier to identify and a "stronger, more confident tone of voice".

The product and service groupings and related colours are:







The full range of products and services offered by the IMI now sit beneath each of these groups.

Previous sub brands are renamed to match the single IMI identity.

ATA and AMA will be phased out to become IMI Accreditation and grouped under IMI Learning and Development.

The current offer of more than 250 qualifications also sit within this group, as does 'elearning and professional development', along with 'quality assured programmes', previously named QAA.

All the resources that currently sit on the 'Autocity' platform will now be under the 'IMI careers and resources' group.

The sub brands of Autocity, 1stGear and HUBcap will be phased out.

IMI membership has its own grouping and includes the  member benefit Motor Industry Magazine (MIM), which has also been rebranded and given a fresh new look as the newly named IMI Magazine.

IMI Professional Register also gets a new look, although the name remains the same. A redeveloped website ( will also be launched in line with new campaign to promote the IMI Professional Register in December, which will again feature BBC1’s Formula One presenter Suzi Perry.

Further products, services and support for the sector all sit under the corporate group which includes, sector standards, research, apprenticeship frameworks and national occupational standards development.

The various websites across the group are currently undergoing development to fit with the new brand.

IMI chief executive Steve Nash said: “Throughout my whole career I’ve have been made aware of the importance of brand to success.  The new IMI branding is a result of a long and detailed process of stakeholder consultation and consumer research, matched by cutting edge design.  The result will help us grow our membership base and improve the uptake of our learning and development products. It will also enable us to promote the motor industry and those who work within it more effectively.

“Beyond today, the brand will be formed by what we do and what we say. This starts with our demand that the Government introduces a licence to practise in the motor industry, to protect the public and promote the highly skilled and trustworthy people we represent.  This combined activity resonates with our new strap line; Together, driving up standards”

Click here for choose your supplier best practice and procurement insight

If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Login to comment


No comments have been made yet.