Australian finance company RAMS selected Percept Brand Design in Sydney as their corporate rebranding specialists.
The RAMS marketing team had decided that it was time they refreshed their logo design and company image and approached Sydney based specialists Percept Brand Design for their corporate rebranding project.
A well known name in the Australian finance sector, RAMS specialised in home loans. They had decided to reposition their business by extending their offerings beyond home loans to an array of financial services provided primarily online.
The corporate rebranding was decided upon to coincide with this change in service scope and to communicate that RAMS are a progressive finance company who are moving forward. Obviously we were not to reinvent the wheel as RAMS had much awareness and equity built up with their existing corporate image. As such, the brief was more of a refresh of this visual image as a branding evolution rather than a revolution.
Percept Brand Design went about this project using our proven processes and discovered that the company colours, capitalisation of the lettering and the ram's horn device were all to be retained. This was crutial in the company's directive as they had stipulated in their brief that the refreshed brand image was to coexist with their previous branding over what could be a long period of time for such a large brand roll-out.
Areas of their corporate branding which Percept chose to advance were the modernisation of the type and the redesign of the horns device itself. We also introduced an upward curve where the colours meet to symbolise positive financial charts signifying the desired outcome customers seek from their financial services provider.
Other subtleties were introduced such gradients within the colour to acheive a little more depth and simplifying the brand mark with the removal of the bar underneath that contained the Home Loans text as they now offer so much more. Removing the black when rebranding also made for a lighter and more approachable feel.
Whilst we haven't reinvented the RAMS brand altogether, the end result has strengthened the foundations of their corporate branding and provided a visual identity that is more relevant to today's market and their new business model.
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