Brand & Deliver Creates Full Brand Identity System for Davidsohn
Brand & Deliver has created a full brand identity system for global financial services technology giant Davidsohn, in its first foray into the financial services sector.
US-based Davidsohn, which commissioned the rebrand ahead of its launch in Europe in 2015, has almost sixty years of heritage in financial services, delivering groundbreaking technology which is used by over 90% of leading financial firms, processing more than 14 billion daily transactions.
The brief was to bring Davidsohn’s suite of eight software products under one clean and clear brand umbrella, while creating a flexible brand system with a consistent visual style that can be added to as more software products are released.
Brand & Deliver created a brand identity built on the Golden Ratio, the proportions of which reflect the underlying principles that Davidsohn projects through its products: innovation, integrity and excellence. The Golden Ratio forms the foundation for all design and layout, with every individual product symbol creating symmetry across all current and future Davidsohn product brand marks.
A palette of vibrant and inviting colours follow a similar tonal value throughout, with plenty of white space helping give the brand a modern and fresh feel. The use of a hidden ‘i’ throughout the design reflects the information aspect of each product.
“This design scheme is unique within the financial services sector, bringing a number of core elements together to create a distinctive look and feel which make the Davidsohn brand and its products instantly recognisable”, explains Brand & Deliver Design Director, Rob Pratt. “It was equally important when developing the creative design to acknowledge Davidsohn as being both historically prestigious as well as an innovator and reinventor.”
Brand & Deliver created an extensive brand guideline document, logo system, colour palette, tone of voice, typography, corporate stationery and print and digital usage guidance.