JM Financial’s new Power Triangle logo was brought to light in a commercial celebrating the festival of lights, Diwali.
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.
WNS, a comprehensive backend support service provider to organizations, wanted to promote its range of business process outsourcing services amongst premier insurance organisations in the US and UK. It wanted to highlight its deep domain expertise.
Idea :REVEALING LAMP
A lamp was sent to prospective customers along with a brochure and other documents detailing the services provided. As WNS provides backend support to its customers, it’s reassuring presence can seldom be seen, but sure makes an impact. Much like what the lamp reveals when switched on wherein the supporting columns of the bridge are now seen!
The lamp employs a pretty simple, yet ingenious technique. The image (bridge and its supports) is printed in two parts.
1. The impossibly long bridge suspended in mid air – This part of the image is printed on the outside.
2. The supporting pillars – These are printed on the inside.
When the lamp is not lit, only the outer image (bridge) is seen.
It’s only when you switch on the lamp that the inner image (supports) become visible, giving a visual demonstration of the role played by WNS.
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.
