EFG Hermes Corporate Identity
| Fact |
Value |
| Contact |
Johannesburg |
| Client |
EFG Hermes |
| Project |
Corporate Identity |
| Industry |
Financial Services |
| Services |
Brand Communications and Collateral
Brand Identity
|
The Brand Union was appointed to rebrand the investment firm with a fresh new identity that was contemporary and relevant to both the Arabic and Western world.
“Any change process is difficult but The Brand Union team made it easy for us.”
Shayne Elliot, Head of Business Development
Working to the brand essence of “Astute”, our task was more a revolution than evolution, with a transformed new look for the intelligent investment house. Fundamental to financial decisions is accuracy, balance and measurement.
The design draws on the ancient Equal To sign, a mathematic symbol that is appropriate to an investment house that specializes in identifying patterns and spotting trends.
There is a modern purity and simplicity of form as the font style captures references to traditional Arabic calligraphic mark-making, sculpted as if by hand. Timeless green with a vibrant green put the bank in a progressive but trusted space.
“The icon also pays homage to the region – ornamentation and Egypt’s ancient timelessness, balanced with modern sensibility.” - Bronwen Rautenbach, Executive Creative Director
