CXC Launching Rebranding Programme

The Caribbean Examinations Council (CXC®) will launch its corporate rebranding programme

on Monday 31 August 2015.

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 recognized examination products and services, while remaining

relevant to the needs of the region.

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 organization

that is digitally ready and serving a more sophisticated and savvy customer,” explained Mr

Glenroy Cumberbatch, Registrar of CXC.

CXC will maintain 100 per cent cyan as its corporate colour, which will be complemented by

primary and secondary colour palettes to be used for distinguishing the CXC qualifications

offerings and for promotional purposes.

Each of the six CXC qualifications: Caribbean Primary Exit Assessment, Caribbean Certificate

of Secondary Level Competence, Caribbean Vocational Qualification, Caribbean Secondary

Education Certificate, Caribbean Advanced Proficiency Examination and the CXC Associate

Degree, now has an official logo and colour. These qualifications also form an integral part

of the CXC rebranding; a tab with all the qualifications anchors the bottom of all CXC

stationary items including letterheads, business cards, notepads, and complimentary slips.

All customer touch points of CXC will be rebranded, inclusive of promotional materials:

banners, brochures, handbooks, booklets and flyers. The social media platforms of CXC:

Facebook, Twitter, LinkedIn, Slide share and YouTube will also be rebranded come Monday

31 August.

Monday 31 August 2015 will be rebranding day at CXC. Throughout the day, CXC will host a

series of activities mainly on its social media platforms, including a live webinar at 11:00 am

(10:00 am in Jamaica and 9:00 am in Belize). Mr Glenroy Cumberbatch, CXC Registrar will

issue a message to all stakeholders and CXC officials will make several media appearances.

Monday will also signal the start of the media campaign which will accompany the

rebranding programme. The campaign will include a television infomercial, radio, print and

social media advertising.

CXC anticipates that the rebranding exercise will improve stakeholders’ knowledge of the

variety of products and services CXC offers. Traditionally, CXC was viewed simply as an

examination board, however, while examinations administration is CXC 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.

The brand experience of stakeholders will also improve as CXC moves to become more

responsive to clients’ desired service levels, and product and service needs as part of the

strategic objective of the organization.

Other elements of the rebranding programme will be introduced over a period of time as

publications are revised and new elements are rolled out.

For further information, please contact Cleveland Sam, Public Information Officer at (246) 227 1892 or via e-mail @

CSam@cxc.org.