Smith & Milton’s Helix rebrand uses an English Pointer

Smith & Milton has created a new visual identity for Helix, a London-based reinsurance asset collection business, using an English Pointer dog as visual metaphor.


The consultancy was appointed to the project in September last year through previous work with AXA, which owns Helix.

Initially, Smith & Milton carried out an audit of the brand, developing a new concept with the Pointer as a metaphor for ‘demonstrating that Helix is the best at finding assets trapped in London’, according to the consultancy.

pointer dog
Pointer dog

Steve Anderson, Smith & Milton creative director, says, ‘The only thing they’ve stuck with [from the previous identity] is the name Helix. It’s quite radical having an English Pointer for their logo, so we balanced that with the colour schemes and typography, and imagery of the city of London to tone it back down and give it a level of seriousness and professionalism.’

He adds, ‘They want to basically relaunch it so they were looking for a complete identity change.’

brochure spread
Brochure spread

The branding shows imaged of the pointer alongside images of London ‘shot from a dog’s point of view’. It features ‘traditional typography’ and a ‘clear and bright colour palette’, says Smith & Milton.


The identity is shown across all touch points including stationery and brochures, with the consultancy hoping to also implement the new branding across the company’s office. Smith & Milton also created the graphics and look and feel for the Helix website, though this is being built by an internal team.

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