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Cambridge English Language Assessment rebrands

English language exam board Cambridge English Language Assessment has rebranded as Cambridge Assessment English, with new brand imagery and updated names for its suite of ELT exams to follow as part of the change.

The sister Cambridge International Examinations exam board is also rebranding as Cambridge Assessment International Education under the new venture, in collaboration with consultancy BrandCap.

 

In a statement, the organisation said, "The brands have been designed to feel warm, approachable and learner focused. Additionally, they have been more closely aligned to the parent brand by incorporating Cambridge Assessment into their names. While both brands draw on the group's combined qualities, they also have distinct audiences and offerings, which needed to be taken into consideration."

 

Both brands are launching updated visual identities, which the organisation said were designed to  "emphasise the fact that they are part of the University of Cambridge and reflect the evolving needs of their customers".

 

Stephanie Matthews, Director of BrandCap, said, "Exams and assessment are a fact of life. However, they don't have to be associated with dread - for many they are a gateway to future opportunities. We wanted the brands to radiate the confidence people get from the qualifications.

 

"Consequently, the changes go much further than simple visual updates. They reflect a strategic move to transform the way they work and, ultimately, offer a more inspiring and integrated customer experience across the group. With these updates, Cambridge Assessment English and Cambridge Assessment International Education will forge more emotive connections with customers and learners around the world."

 

As part of the Cambridge Assessment English rebrand, new names for group's ELT exams will be phased in over the coming months, reflecting the levels of the Common European Framework or Reference for Languages (CEFR).

 

Cambridge First will become B2 First; Cambridge Advanced English will be rebranded as C1 Advanced; and Cambridge Proficiency will be called C2 Proficiency.  

 

The rebrand was unveiled at a special event hosted by Cambridge Assessment English in London last week, in which the UK's higher education sector debated the impacts of Brexit on European student recruitment.

 

 

By Matthew Knott

News Editor