The Big Picture


The deconstruction of the CFSD Brand and Logo

Nautical Steering Wheel with 3 Handles

Depicts the 3 core value propositions

–     Learning

–     Application (Core CFSD USP)

–     Teaching


The handles serve to remind us to keep a steady handle on the ship in order to safely navigate the turbulent seas characterised by high tides and low tides i.e. turbulence is a given; how you survive it depends on the grip you have on the steering wheel.


Compass Needles

Depicts the strategic partnerships essential for a seamless integration of the core value propositions.

–     Research / database strategic partnership

–     Training and development strategic partnership


The compass serves to remind us where we set out to go in the first place and never to lose our sense of direction i.e. to stay the course.

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