International investment bank Granville Baird is to unveil its new corporate identity on Monday, after the recent merger between publicly quoted Granville plc and US-based organisation Robert W Baird & Co.
The branding has been created by London design group Glazer to reflect the client’s combination of equity research, investment banking, private equity and wealth management capabilities. The business’ core focus will be the European market.
‘The name has changed, but it was important to demonstrate that the values that have characterised the business in the past remain the same – openness, pragmatism and a hands-on approach,’ says Glazer creative director David Jones.
‘Our solution was to create a physical identity for the new company by designing a logo which expresses its name by the use of a hand-written signature. It gives the company a personal feel and sets the scene for customers to understand who they are,’ says Jones.
The launch brochure features an A3 card including the words ‘ten times bigger’ on the front, with an A6 booklet inside with the words ‘but still the same’, signifying the massive expansion of the merged group from its original state.
‘We’ve adopted a children’s approach,’ says Jones. ‘It’s a simple attempt to reassure people that the company’s values are still the same, even though it’s bigger. The booklet interacts with the individual images, with each one explaining a different element of the bank’s services.’
Client: Granville Baird
Creative director: David Jones
Designer: Ian McLean