Dewe Rogerson has created the identity for Pavilion Asset Management, a new fund manager in Brighton.
“We had to appeal to people who were not extremely sophisticated in financial matters and others who had a really good understanding of it. We couldn’t be too techie, but we couldn’t be too home-spun either,” says Dewe Rogerson creative director Kathleen McCord.
The resulting logo mixes a heritage feel with a hard edge. It incorporates Brighton Pavilion, from which the company takes its name, in an abstract way to work across the country, McCord adds.
If successful the identity project could be extended to include related items such as a corporate brochure and promotional work.