CARIBBEAN Examinations Council (CXC) yesterday launched its corporate rebranding programme.

“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 recognised examination products and services, while remaining relevant to the needs of the region,” the examining body said in a release yesterday.

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 organisation that is digitally ready and serving a more sophisticated and savvy customer,” said Glenroy Cumberbatch, CXC registrar.

CXC said it anticipates that the rebranding will improve stakeholders’ knowledge of the variety of products and services CXC offers. Traditionally, it said, CXC was viewed simply as an examination board; however, while examinations administration is CXC’s 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.