This is the new identity for pensions and investments company Clerical Medical, created by Rufus Leonard.
The digital and branding consultancy has worked with Clerical Medical to develop an identity and logo to support the company’s vision of ‘being easy to do business with’.
Rufus Leonard has devised new print and digital graphics, a revamped website home page and brochure design.
James Ramsden, creative director at Rufus Leonard, says the brief was to deliver consistent branding while supporting Clerical Medical’s quest to place stronger emphasis on service.
Jonathan Bradley, head of brand for Clerical Medical, adds that the renewed focus on design is ‘about a change in the way we do business, in the way we go about things and what we deliver’.
I personally think it is a bold piece of branding for a company whose service has stereotypically old connotations. The idea of pensions is something that has not been really considered by the younger generation but the reality is that if things continue the vast majority of us will not be in pension plans. Clerical Medical is moving with the times, using a very positive and forward moving ident and trying to break into this market. It could be a very significant and successful move for them.
2 comments:
Completely disagree. This will not make young people want a pension - certainly not from a brand that looks like an online aquarium seller!
When you choose your pension provider you go for a trusted brand - someone who plays on their heritage and reputation - like Scottish Widows or Standard Life. All they've done is gone for a look and feel based on a very weak proposition of 'being easy'. If that's all they've got to work with then they're in trouble.
Interesting point. Perhaps in this climate of economic instability you would choose to go with a company based more on tradition and heritage.
I'm not suggesting that you would choose a pension on the basis of a logo but I think Cerical Medical have tried to create a look of forward thinking, looking into the future with a positive look. It's a completely different take than other pension providers.
Maybe it will work, maybe it won't.
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