Our brand is built around a simple idea: to be a great mentor.

Like a great mentor, we believe in the potential of our candidates and members. We’re there when they need guidance and celebrate their victories along the way. We invest in their success and make ourselves available when it matters most.

We’ve built the SOA to be a trusted ally. It’s the starting point for doing extraordinary things—empowering businesses to grow, communities to thrive, and people to enjoy peace of mind.

Our updated logo is modern and approachable. The simplified shield icon retains the essence of the SOA. It represents the intersection of three concentric circles and upholds the mathematical roots of the brand.

The logotype features a new geometric typeface with customized angles derived from the shield. It uses lowercase letters to create a more open and welcoming appearance.

Human – We’re empathetic, caring, and genuinely people-centered. What makes us who we are is how we show up. We’re here to listen, support, and elevate every step of the way.

Future-focused – We’re always working to equip our community for tomorrow’s actuarial practice. From cutting-edge research to harnessing the power of AI, we empower actuaries to anticipate change and navigate complexity.

Trustworthy – We know what real credibility requires. The same diligence and sense of responsibility that our members bring to modeling risk is what we bring to serving our members, our communities, and the public.

Committed – We are unwaveringly dedicated because we love what we do. We’re advancing careers while keeping our profession vibrant and thriving for years to come.

Our mentor mindset shapes not only what we say, but how we say it. Our voice is helpful and welcoming; conversational but not overly formal. We strive to be succinct and straightforward, focusing on what matters and respecting your time. We use visuals to tell the story and let our personality shine through, making our messages more engaging, memorable, and human.

Our new brand uses distinctive design elements to create a look that is uniquely ours, balancing structure with a human touch. Our distinct grid pattern is rooted in geometry and represents mathematical forms and devices. 

Hand-drawn elements were created to be used subtly, but intentionally, to add warmth and put the human touch on the work of actuaries.