Blue Dog Design has re-branded European investor relations company Hugin to consolidate the conflicting attitudes of its Europe-wide network and differentiate it in the “stuffy” financial sector.
The new identity is a more laid-back marque, reflecting Hugin’s Norwegian roots and headquarters, and incorporates a vivid lime green. “The colourway is a backlash against the traditional royal blues and reds of this sector,” says Blue Dog managing director Sandy Mitchell.
He says the company’s existing identity did not successfully combine the different personalities of countries as diverse as Germany and Sweden or reflect the nature of the company’s work.
Hugin harnesses Internet technology to provide both corporate investors and international plcs with up-to-the-minute market information.
The identity goes live in two weeks. Blue Dog has also given Hugin’s website a cosmetic overhaul to incorporate the new identity, and constructed its intranet.