Radley Yeldar was appointed to the project in May 2011, and was tasked with creating an identity that reflected the global nature of 3i while also suggesting its heritage and retaining the exisiting logo.
The blue colour palette of the current 3i logo is used across the identity, which also features an ‘architectural’ mosaic of ‘dynamic images’ that aims to ‘bring to life the idea of “rich mix”’, according to the consultancy.
As such, the formation of abstract block-like images aims to represent the brand’s mix of countries, business lines, sectors and people; and the icons can be broken away and reconfigured to form shapes that more clearly represent these strands.
Mike Oliver, Radley Yeldar head of brands, says, ‘The new identity has a quiet confidence which captures 3i’s status and gravitas within the financial services sector.
‘It managed to visually articulate a story – inviting us to look at the big picture but with equal emphasis on the detail. It is contemporary and fresh and wholly relevant for 3i.’
The identity will be used across all touchpoints including marketing collateral, the website and internal communications. Radley Yeldar also created brand guidelines and tone of voice for the branding’s application.