JM Financial, India’s first private fund manager and one of the most influential finance firms in the country, had a red isosceles triangle as its symbol since its inception in 1973. With multinationals screaming their lungs out to garner shares of the Indian fund market in 2004, the company decided to rebrand itself. It was mandated that the red triangle would stay as it had long become a recognition factor for the company’s stakeholders. Yet, as it looked archaic, a change was needed.
THE POWER TRIANGLE. A deft twist to the triangle injected the right dose of energy and velocity to the earlier symbol. Now, as a dynamic sail, it symbolized the steering of this new avatar of JM Financial forward through calm and rough seas of the financial world. And together with a modern wordmark in italics, the new identity lent a surge of momentum to the company image that resonated with its powerful vision.
The new Power Triangle logo did ‘all the talking’ in a multimedia campaign that began with a teaser campaign prior to the new corporate identity launch on Dassera 2004.
The logo teaser campaign :
The festival of Diwali was brought in by a commercial that brought the new logo to light.