Two well-known financial firms, Richardson Financial and GMP Securities merged and a new brandmark combining both names ensued. From the brand strategy and creative process emerged a new brandmark; one that spoke of professionalism, modernity, clarity, stability and other well-established wealth management values. Segovia A & D Inc. was responsible for the Brandmark & Visual Identity, Brand Styleguide, key corporate communication pieces and the Brand system for GMP Capital Inc.
After the brandmark was finalized, the task of formulating and expressing brand guidelines followed. Spacing, variations, colour specifications and typography is clearly articulated in order to provide guidance and discipline to a brand that would grow and evolve from this brandmark.
Secondary graphics were also created in order to breathe life to the brand and provide future designers and create teams elements upon which to grow brand touch points.
Corporate stationery, folders, marketing material and an online presence all followed the core starting point of the brand strategy – the new brandmark.
As well, branding for a sister business partner was also developed: GMP Capital Inc.