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
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 @