Tech investment firm Resource Group (previously Resource Group Holding), takes its visual identity in a new direction.
“As a technology group, we continuously embrace change and stay relevant to the ever-evolving digital landscape. A brand is not only a name but also a culture, a vision and a set of values. We make sure to reflect all that through our brand,” Resource Group’s head of market intelligence center, Christine Matar, tells Communicate Levant.
Resource Group enlisted the services of London-based boutique design agency Munch Studio to select and rework some elements of the old logo, aiming to maintain brand recognition while resonating with the company’s clientele of investors, telecom operators and financial institutions among others.
Something old, something new
For the word mark, the designers incorporated the style of the letter form ‘R’ used in the old logo and positioned the letters close together to emphasize the ideas of energy and synergy.
The new icon retained the use of the chevron symbol from the old logo, re-proposed as a fluid mark.At a glance, the icon appears to be a corporate symbol aiming to visually represent an innovative and forward-thinking company. Looking closer, the grey and black dots incorporated in the icon conceal an encoded alphabet system, which spells out the words “Resource Group”. The encoded message is meant to be a hidden layer of the new identity.
This system allows the creation of an infinite series of varied yet connected logos—its primary use is to identify the company’s subsidiaries with a lockup of the logo—each logo variation spelling the name of the subsidiary and adopting its brand colors. These subtle variations aim to create a fluid mark which brings originality to the new visual identity while still fitting the corporate image of the company.
This color scheme has been leveraged to develop the identity system on two levels and differentiate internal communication material from external branded collateral.
“White is the dominant color used in corporate presentations, print communications and other marketing material to portray a fresh, moderate and neat look. The black color is used for branded items which are more personal to the employees—such as business cards, pens, and notebooks—to create a suite of sleek collaterals,” Matar explains.