The old logo
The old logo was generic and the application and lacked meaning and depth. Also, the existing colour blue was common to many companies within financial services.
Some ideas are more equal than others
We reduced the symbolic expression of ‘laminar flow’ to the simplest possible form of two parallel lines. This is otherwise known as an ‘equals’ symbol and was a perfect fit for describing both the meaning of laminar and financial outcomes.
Distinctive visual language
We combined our new icon with carefully selected photography and a distinctive shade of blue to punctuate messages throughout marketing communications.