CR Blog

The Partners rebrand EMCAS

Graphic Design, Type / Typography

Posted by Gavin Lucas, 13 December 2012, 16:45    Permalink    Comments (1)

The latest project to make use of the sale notice style of painted lettering that we posted about earlier this month is a fresh rebrand of EMCAS, an "ethical claims management firm", by The Partners...

As well as the hand-painted, all caps lettering, the branding draws heavily on EMCAS' Devon location, with photography of beaches, rolling hills and lighthouses. Here are some spreads from the brand's new brochure (cover, shown above) created to introduce the brand to potential customers:

"Keeping in mind EMCAS’s mission to right the wrongs of mis-selling and to re-establish a common decency in the relationship between financial service providers and their customers, the firm’s passion to achieve these goals is reflected in a new version of its logo," says The Partners Paul Twivy.

"Using a hand-written typeface, against the background of a green swoosh of paint, the logo is designed to look like a social crusade," he continues, "a conscious nod towards the brush strokes of student placards, activism, protest."

The Partners maintain that the use of bold hand-painted lettering style in the EMCAS rebrand has nothing to do with current trends: "We don't believe in just superficially or cosmetically re-branding a company," says Twivy. "A new brand identity has to be built on the sharpest possible brand strategy and be the best outward manifestaion of a company's skill, culture and purpose."

the-partners.com.

 

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1 Comment

Greenpeace?
Mark
2012-12-14 10:08:27


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