Moorgate Finance visual identity

Moorgate Finance is an aspirational, dynamic and forward thinking company with a young, dedicated team. They want to appeal to wide ranging and diverse industry sectors, from young dynamic start-ups to long-established, traditional organisations. But their existing branding was very old school ‘Finance sector’ and so they needed a new Moorgate Finance logo.

The new identity still needed to present a professional and experienced front, but also disrupt. They wanted to move away from the old fashioned finance sector look and set a new standard that is bold, future facing and digital savvy, akin to the new wave of digital banks that are challenging the old guard of the finance sector.

The solution:
I proposed they dropped the ‘finance’ from the name to make a more concise logo. I then created the M from 3 lines to create a simple but striking icon. Each piece of the ‘M’ can be used as graphic elements throughout the visual identity. The ‘M’ can stand alone for social media avatars etc.

The stacked layout of the new Moorgate Finance logo is reminiscent of traditional logo styles, which represents the established and professional nature of the business. The straight edged san serif font is also sensible and professional whilst setting a modern tone.

I employed blues as the brand colours for their positive emotional properties associated with finance (intelligence, communication, trust, efficiency). The blended colour fill adds an extra dimension to the icon – giving it a depth, almost as if you are looking through a window onto the colour scape beyond.

Moorgate offer finance to a lot of industries, and had lots of sub-logo’s with no common themes that only confused the business’s identity. These offerings were slimmed down into a more concise group of main categories. I then created logos for each category, with a common design theme running through them all. Each had an icon of the same shape and size. Each graphic within the icon broke out of at least 2 sides. The same fonts, weights, sizes and layouts were used through all logos (the font from the main logo). Each icon colour is closely linked to the subject matter, be that through emotional properties, name of the colour, or simple product association. The individual colours were then used throughout the new website and other marketing materials.

Created while I was employed as the Lead Designer at Palmiero Design, so this work is also displayed on their website.