Giving PineBridge's logo a dynamic new look
03 September 2019
The PineBridge visual identity is well established and widely recognised. Nonetheless, our client wanted to build on the recent makeover of their visual language, and rejuvenate the logo. They invited us to reimagine it in a way that better fits PineBridge’s capabilities and global ambitions.
The challenge was to retain the essence of the existing design, while rejuvenating the various elements to capture the company’s vision. The client was seeking evolution not revolution.
We retained the familiar icon which represents both pine tree needles and the cables of a suspension bridge. We introduced round corners, thickened the lines and reversed the colours to make it more dynamic. We also changed the typeface to a sans serif font that projects modernity and simplicity. The new logo system is harmoniously proportioned and comfortably accommodates Chinese and Japanese characters for the company’s Asian offices. It successfully reflects the company’s distinguished past while heralding its bright future.