It was a fairly open brief – After four previous generations of logos spanning over fifty years, the OppenheimerFunds mark needed an overdue update, along with the development of a new foundation for all corporate communication and branding.
The charge: to create a distinctive look, feel and tonality that will be unmistakably OppenheimerFunds – an identity that would stand out in an industry category best described as a “sea of sameness.”
The Four Handed Grip Icon: The distinctive four-handed grip icon had gone through very few iterations over it’s 40+ year history. The new look of the new brand demonstrates the belief in providing greater transparency for investors that operate in an increasingly multidimensional world.
Old Collateral: Over several years, material produced internally and by outside sources became a disjointed mishmash of design directions with no apparent identity system to connect it all. Obvious task at hand – create a consistent look and message across all aspects of the firm to create cohesion and make the brand more powerful to stand the test of time within a homogenous industry landscape.
New Collateral System: Using a diamond-like shape inspired by the logo, a consistent pattern became the background of then new collateral system. Utilizing an updated color palette, the new system took form, creating a toolbox that was utilized across all aspects of the organization collateral. And carefully detailed brand guidelines ensured uniformity of work produced by inside and outside resources.