This start-up was born with the goal of revolutionising the financial services market and traditional banking consultancy. The client’s brief was clear: the branding had to put across absolute reliability, simplicity and elegance.
The challengein this project was that the logo of a financial services company must embrace both a mix of classicism and new trends. I made an in-depth enquiry into the nation where the company was based; its history and peculiarities.The icon of the logo was born from a fusion ofa crown (a prominent emblem in the flag of Liechtenstein), a shield, and a tower to represent the protection, and the much-celebrated medieval castles of that region. The fields full of colour, purple and midnight blue, are a modern recreation of the dyes of the tapestries, and the ash gold tone gives a certain elegance and prestige to the brand.