| Hermes
2010 REBRAND 100 Winners > notable
Industry: Financial Services
Enterprise Rebrand
Country Base: UK
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Hermes is a UK based asset manager, with a 20 year respected heritage in creating
responsible and sustainable long-term investment.
Challenge - In 2008 they redefined their business model creating a multi-specialist structure. This gave more autonomy and flexibility to each of its business divisions and created a need for a new positioning, set of common values and new visual brand platform.
Strategy - We created a powerful brand proposition that would be shared by Hermes and all of its
divisions and a visual system that gave each business division the flexibility to create their own distinctive identity, clearly linked to the overall Hermes master brand.
We consulted extensively with Hermes and its key stakeholders and created a simple two word brand proposition: Solid Brilliance. This reflects the solid mix of heritage that Hermes is famous for now being delivered by the brilliance of individual teams.
Result - The new brand is a visual representation of the business structure. At its core is the use of large areas of solid colours, punctuated by flashes of brilliant imagery that are common to all divisions and a simple badging and naming system. Each business can now create a brand look and feel appropriate to its market from a flexible and shared visual toolkit.
Credits:
Client: Hermes - www.hermes.co.uk
Brand Strategists/Designers: Radley Yeldar - www.ry.com
Creative Director: Andrew Gorman
Designers: Janet Edwards, Damien Nowell, Keith Cullen
Account Direction: Alison Bowen-Long, Min Williams, Martin Skeet
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