Identity System and Stationary Package for Cales Investments, Inc. - a 24-year old full service securities brokerage firm, serving a broad range … Read More
Identity System and Stationary Package for Cales Investments, Inc. - a 24-year old full service securities brokerage firm, serving a broad range of individual and institutional investors. Cales offer the most comprehensive futures and options site on the web. Featuring over 250 contracts with quotes, charts, statistics and trend analysis on hundreds of commodities markets throughout the world.
Objective: To design update Cales' existing logo and create an identity system and stationary package to support the new rebranding.
Solution: Cales' existing "CII" logo has a strong brand presence in the financial investment marketplace. Therefore, we decided against developing brand new logo - but instead, make the existing logo, stronger. Using financial metaphors and the encompassing nature of the company, we encompassed the existing "CII" logo in a single bracket. This bracket branches off into a complex and numerical illustration, that represents the complex and strategic nature of the investment business - and how Cales are the industry specialist in all these skills. The bracket also functions as an embossable reversed logo.