After the Inland Revenue’s recent decision to give itself a more shiny and cuddly image, another seemingly stuffy organisation is taking similar steps. The Royal Institution of Chartered Surveyors (RICS) has had a makeover for the 21st century, to persuade clients and potential employees the industry is slightly more interesting than a brick wall.
Complete with a new logo, the RICS aims to prove wrong a recent BT ad in which a daughter mocked her staid, middle-aged dad for “becoming a chartered surveyor”. So who’ll be next to make a bid for trendy profession of 2001? Accountants, data inputters and bank managers?