Nothing New Under the (Visual) Sun?
We recently completed a project on asset managers’ visual branding strategies: the way a firm’s logo, color palette, and imagery tells and reinforces the value proposition (or, in some cases, fails to do so).
Among the firms we focused on were AB and Deutsche Asset and Wealth Management. Why? AB’s massive rebrand from January 2015 represents the type of overhaul we simply don’t often see in the industry. And few firms talk as much and as publicly about their visual brand as Deutsche Bank.
Possibly the most striking element in AB’s rebrand is the new logo. Similarly, Deutsche Bank’s longtime logo is one of the few in financial services that often stands alone (without the name of the firm).
For now, I simply wanted to share one little nugget from a video celebrating the 40th anniversary of the DB logo in 2014. Here’s a screenshot of a moment when designer Anton Stankowski is going through his philosophy and reviewing various candidates for the DB logo:
Stankowski’s work is from 1974. Everything that goes around, comes around.