Corporate rebranding for high profile Australian finance company RAMS by Percept Brand Design in Sydney.

The Sydney based RAMS marketing team decided it was time they refreshed their logo design and corporate identity and approached Percept for their corporate rebranding project.

This high profile corporate rebranding project was decided upon to coincide with a change in service scope that RAMS now provide and to communicate that they are a blue chip company who are moving forward.

Percept Brand Design were not to reinvent the wheel as RAMS had much equity and awareness built into their existing corporate identity. As such, the brief was more of a refresh of the brand image as a corporate identity evolution rather than a revolution.

A high profile 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.

Percept went about this project using our tried and tested process and recommended that the existing colour palette, capitalisation of the lettering and the ram's horn device were all to be retained. The client had also stipulated in their brief that the refreshed brand image was to coexist with their previous branding over what might be a long period of time for a large corporate identity roll-out.

Areas of their corporate branding which Percept chose to advance were the modernisation of the type and the redesign of the rams horn icon. Percept also introduced an upward trending curve where the colours meet to symbolise positive financial charts signifying the outcome customers desire from their chosen financial services company.

Other improvements were made such gradients within the colours to create more depth and simplifying the brand mark with the removal of the black bar underneath that contained the Home Loans text as they now offer so much more. This also made for a lighter and more approachable feel for the rebranded corporate image.

Whilst we didn't reinvent the RAMS corporate identity altogether, the end result has strengthened the foundations of their corporate branding and provided a brand identity that is more relevant to today's market and their new business model.

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