The Australian Insurance Law Association (AILA) has rebranded as part of efforts to emphasise that it’s “an association for everyone involved in the insurance industry, not just lawyers”.

President Cameron Roberts says a survey of current, lapsed and non-members “identified an erroneous perception that AILA was an organisation only for insurance lawyers”.

“We’re an association for everyone,” he said.

“Unlike organisations devoted to specific demographics within insurance, AILA embraces broader representation.”

AILA says it recognised that industry perception and branding were not meeting the needs of members and prospective members and in 2019 commissioned an external marketing agency to conduct a review, which included the survey.

A key strategy identified was a rebranding “to illustrate that AILA is a modern, collegial organisation dedicated to education for everyone in the insurance industry, regardless of whether they are direct participants – like brokers, underwriters, claims managers, reinsurers, and loss adjusters – or service providers, like lawyers”.

A new logo was designed by Brisbane-based Mino Design & Digital.

The predominant colour is navy, and the logo’s design emphasises the word “insurance” more than “law”.

Board director Luke Taylor, who is responsible for the marketing and promotional portfolio, says too many people saw AILA as “irrelevant and old-fashioned”.

“Consequently, the Board embarked on a journey of change and the rebranding is a bold step on that pathway,” Mr Taylor said.

“As we come out of the covid-19 pandemic, the time is right for AILA to embark on its goal of becoming a key industry player. This refreshed design epitomises what we are as an association and who we represent.”