Landor rebrands MoneyGram

Landor has created a new visual identity for global money transfer service MoneyGram.

MoneyGram identity
MoneyGram identity

The consultancy, which carried out the work from its London office, says it has built the identity around an ‘energy globe’ combined with a free-flowing illustrative style.

Landor has also introduced the new ‘Bringing You Closer’ positioning.

Energy globe
Energy globe

The new identity is set to roll out globally, and Landor has created a brand centre containing the complete set of brand assets to allow bespoke communications to be created for local markets.

Victoria Partridge, executive director, client services at Landor, says the new identity is ‘energetic and rejuvenated, with a strong strategic insight’.

Energy globe movement
Energy globe movement

The new identity is rolling out internationally from this month.

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Comments
  • L Hodgson November 30, -0001 at 12:00 am

    For my money (every pun intended), I think the new identity is just awful. It’s like something thrown together with the worst of clipart. Admittedly, I don’t know how much the client has tinkered during the design process or watered down what might have been a brilliant initial exception but really, this is one of the worst identities I have seen in a long time, and I’m surprised it has come from such a branding expert as Landor…

  • Stephanie Brown November 30, -0001 at 12:00 am

    I don’t think the visuals in this article do the identity any justice. Hard to decide…

  • Ana Cristina Cintra November 30, -0001 at 12:00 am

    I agree, it’s an awful identity. I clicked to see the before and after, thinking this was the before version. Very disappointing especially coming from a company who designed the conceptually beautiful FedEx logo.

  • Jamie McDonnell November 30, -0001 at 12:00 am

    I agree with the last comment, that although the examples posted here look like a cheap valentine day card I would give Lindor the benefit of the doubt and suggest that there is. Much more thorough collection of assets re look, feel, positioning and tone of voice, depending of course on the scope of th rebrand… Is th editor able to post links to a more complete set of examples?

  • Alice November 30, -0001 at 12:00 am

    I don’t get it… is it a sperm?

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