The client initially contacted us to re-design their general brochure, as they felt the design was not attracting high-end clients. Following an assessment of their material, we explained their brand didn´t reflect a long-standing business. During an analysis of the financial market, we also discovered several other companies with similar logos. The new task became a company rebrand.
Abacus is a leading international financial services firm, so we decided to create a strong corporate logo that represented the establishment they had earned over the past 40 years. We added depth and unique meaning to now make them stand out from the competition and ultimately increase their recognition.
The meaning behind the icon
Gibraltar, a territory once referred to as “the motherland peninsula” by Churchill himself, has a thriving economy, largely based on financial services. The geometrical shape of the icon was inspired by Gibraltar’s famous rocky promontory, a true representation of longstanding strength and solidity.
Upwards, outwards and onwards
The inspired shape was inverted 180º to feature an upwards and onwards graphic feel, symbolizing “international reach”, financial growth and forward-thinking, as well as innovation which is at the heart of everything they do.
Re-designed Logo (first stage)
The former logo’s typeface presented a thin and fragile font, that didn´t transmit establishment. The icon was very generic and outdated. We selected a bold typeface to transpire stability and used upper-case letters to suggest confidence. The font was customized with triangular cuts, based on the icon, adding an innovative and sophisticated touch.
When it came to stationery, our main goal was to produce impactful material that would be recognized for its high-quality and fine details. The luxury business cards feature 3 layers, with a distinct patterned and textured paper on its outer layers and a vibrant orange paper in its centre, highlighting the edges of the cards. The corporate folders are equally personalized with a custom-made mould.
In Finance it is important to use subtle yet effective branding. We developed these marketing materials with a styling that would allow for them to be recognized individually, as well as a whole. The new design features white space and a colour-coded system to distinguish the different services, creating a clean look that makes the information easier to take in.
In an ever-changing financial market, it is very important to reflect adaptability and innovation. With this in mind, we turned their paper-based forms into editable online forms & templates, creating a hassle-free simple system that saves clients valuable time and allows Abacus to easily change details.
A strong social media presence is important for a company to increase their brand exposure, generate new leads, and develop business partnerships. We created campaigns based on vector elements, photography and their signature orange colour as an extension of the brand, to increase focus, targeting and lead conversion.