Brief:

Lightly refine the brand enhancing how it’s perceived externally to better reflect the business’s strong reputation, while preserving the familiar elements that define it. Acknowledging and celebrating 10 years in business. Using the milestone as a tool to strengthen trust and authority. Add ‘Est. 2016’ to logo, subtly finesse, minimal change. Refresh brand guidelines to align with the businesses authority and elite reputation.

Approach:

Brand identity refresh - each individual letter and number has been refined to reduce curvature and improve clarity and readability, resulting in a more premium feel. The thickness of circle is now consistent across the logo suite. A subtle kerning increase (space between characters) improves clarity and confidence. While the logo has evolved into a more premium aesthetic, it retains all of its key recognizable elements, ensuring it remains familiar to existing customers and does not require immediate updates to brand touch points. 

A cohesive suite of logo marks was created to ensure consistency in all areas. A subtle refinement of the primary brand colour introduces greater vibrancy and warmth. This is paired with a sophisticated deep purple, a tone often associated with the finance industry. Accents of a lively lilac broaden the palette, adding a more inviting and approachable feel. Where possible, the use of grey has been reduced to avoid a cold or unwelcoming impression. Textures and gradients were added to the rband assets bringing depth and sophistication to brand visuals.