[13] Introduced in the 1960s to capture the institute's history,[14] the CIM crest was originally launched with the motto, "Bold in Selling Honest in Telling".

All goods are transported by sea (the Galley), land (Horseshoes), or air (Wings), and food (represented by the Grabs) must be a main feature of all markets.

At the same time the golden clause and spikes indicate that customers know how to protect themselves" (p.147).The CIM crest forms an important part of the institute's heritage as it features in both the old and new logos.

[18] Following a 12-month extensive research and consultation process, CIM appointed the international brand strategy agency, Brash, to handle its creative brief.

[19][20] After the agency carried out further analysis, the institute launched its new brand identity in 2014,[21] with “royal blue” as its lead colour to recognise “the value of Britishness in the global market”.

Following a year-long consultation during which thousands of members and marketers were canvassed on what they wanted from CIM, the body has set itself the long-term aim of becoming a catalyst for debate and conduit for lifting the profession’s standing".