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RUSI CFS
Nuance was the name of the game for this brief! As the RUSI team tweaked a key programme name from CFCS to CFS, and celebrated a decade of groundbreaking research, we embraced the big difference that some small changes can make to bring this new identity to life.
Brief
Update the logo and positioning of the newly-named Centre for Finance and Security - formerly the Centre for Financial Crime and Security Studies - and create a new, celebratory 10th anniversary brand mark for use in the coming 12 months.
Context
We have worked with RUSI for many years now and, in this instance, their needs were twofold; 10 years after founding the programme the RUSI team were aware that the landscape in which it operated had shifted significantly - they needed an updated logo and positioning to reflect it’s new, more accurate name for use long-term and a short-term way to celebrate the decade of cutting-edge research in marketing materials.
Creative Solution
The first element of this project is a classic example of what we in the studio often refer to as ‘evolution not revolution.’ After presenting the client with a range of designs that spanned the full spectrum of this catchphrase, the RUSI team opted for the ‘evolution’ option. We refined a route that retains the colour palette and fonts already associated with the brand but highlights the new, abbreviated name. The anniversary edition also carries a script font, which sits in contrast to the clean lines of the bold serif font above. For implementation, we created roller banners to help communicate the repositioning and a brochure to celebrate the 10-year anniversary.
Priority Services
- Brand identity & development
- Design & artwork
- Print Management
Ready to start your next creative project?
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every step of the way.
