Here are the top ten, find out why we placed them where we did.
Messaging: 16, Visual Brand: 16, Consistency: 16, Quality: 16, Saliency: 16, Overall: 80%
This is a business and brand who know who they are. They are confident in their own skin. The look and feel is original and brave and demonstrates a willingness to stand out from ‘the crowd’. The Faberge egg is an instantly recognisable visual meme for the brand.
Messaging: 17, Visual Brand: 15, Consistency: 16, Quality: 16, Saliency: 16, Overall: 80%
The look and feel is modern, contemporary and fresh. It feels relevant and right for 2017. The big block type combined with unexpected imagery – which look at the world from different perspectives – creates impact and standout.
Messaging: 15, Visual Brand: 15, Consistency: 16, Quality: 15, Saliency: 16, Overall: 77%
M&G has an effective visual identity that is vibrant and positive. The simple and clean layouts feel confident and imply an openness and transparency which is no bad thing. The leaf-like overlays in a variety of colours create super-graphics that make content more ownable. More M&G.
Messaging: 14, Visual Brand: 14, Consistency: 15, Quality: 15, Saliency: 16, Overall: 74%
There is a refreshingly simple yet powerful idea at the heart of the J O Hambro brand: “we aim to be best, not the biggest”. This disarming directness carries through to their visual identity which is confident, modern and direct. It feels professional and grown-up. Corporate but not cold. Akin to a management consultancy, but in a good way.
Messaging: 13, Visual Brand: 14, Consistency: 15, Quality: 15, Saliency: 16, Overall: 73%
The brand has real stature and an establishment feel. No surprise for a company that’s been around for over 200 years. The navy blue is a distinct and ownable colour for Schroders. There is also good use of white space to keep the overall look and feel lighter and brighter. The ‘statues’ are synonymous with Schroders and are a powerful visual asset when used wisely and sparingly.
Messaging: 16, Visual Brand: 15, Consistency: 14, Quality: 15, Saliency: 12, Overall: 72%
And now for something completely different. This is a boutique investing house with the conviction and willingness to stand out. It feels empathetic, warm and human. Yes. It might be ‘marmite’ but we sense they know what they are and who they’re for.
Messaging: 15, Visual Brand: 13, Consistency: 14, Quality: 14, Saliency: 15, Overall: 71%
Aberdeen Asset Management is open, transparent, and simple. Confident but not arrogant. The central promise is based around the idea of simplicity, one that they deliver against in their messaging: “We take a refreshing approach. Just pure investment expertise.”
Messaging: 13, Visual Brand: 14, Consistency: 14, Quality: 14, Saliency: 15, Overall: 70%
Comes across as an established wealth manager steeped in heritage and tradition. Uses lots of establishment cues from the lion statue to the brass plaque to the imposing doors and ornate handles. You can almost smell the wood panelling. It’s interesting to note that they were not established in 1881 as the visual cues might suggest but rather more recently in 1991.
Messaging: 14, Visual Brand: 13, Consistency: 13, Quality: 14, Saliency: 14, Overall: 68%
Veritas is about simplicity and focus. Layouts are simple, clean and clear. A confident and elegant type-led approach with no photography or illustration gives an uncluttered and focused feel. There is a simple and direct copy style and messaging. Refreshingly jargon-free and conversational in tone.
Messaging: 13, Visual Brand: 12, Consistency: 14, Quality: 14, Saliency: 14, Overall: 67%
Man Group is almost unique in leading with or even talking about the impact of technology on the investment management sector. We think this is strange considering that it’s 2017 and technology is all but pervasive. They have a clear view that technology will play a key role in the future of active management. It is interesting to discover that they were founded in 1783 but are not straightjacketed by this heritage.