Concept
While wanting to refresh, the client wanted to maintain elements of the old branding. This included a blue-based colour palette, which we rejuvenated with bolder, brighter hues.We took 2 approaches to the logo aspect of this project and presented both - which we never did. The first approach was to use a serif typeface for the logotype and create a bespoke calligraphic monogram for the logomark as a nod to their heritage and traditional values. The second approach was to take this “traditional” and classical route but with a modernised application. This was done through selecting a cursive typeface and altering it to give it that digitised, modern feel.

Contribution

I took on the challenge of the second approach, which the design team (including myself) deemed more the ‘underdog’ of the two approaches. We didn’t feel like the client would necessarily choose it but felt it a worthy idea and therefore endeavour. I researched extensively into the two approaches for inspiration and examples of successful work before launching into my challenge of the second approach. I found a number of typefaces that fit the mould but something was always amiss; a strange letterform that didn’t make sense to me, the uppercase form being wildly different to the lowercase or being too dominating, etc. Upon a discussion with the design team, we decided on a typeface that had the best bones for development. I then manually adjusted the forms to fit what I was looking for to create a bespoke wordmark. Ultimately, the client didn’t select the second approach. However, I feel I had created a logo that was classical, yet modern, maintaining their traditional values while showing they were moving forward and upward, upgrading and staying up to date; and stood apart where not many logos incorporate a cursive/script logotype and are able to have a styling that fits in the corporate financial world.