Trademarks
Most major banks do not promote any significant point of difference to their customers, Nedbank Wealth sought to explore the opportunities to do just that and asked Trademark Design to "find another path". Trademark Design's strategy was to develop a visual point of difference from the parent brand, one that is "a reflection of who the target audience is." We identified that the Nedbank trademark is based on a similar graphic structure to: "M C Escher 1898-1972" (He is most famous for his so-called impossible structures, such as Ascending and Descending, Relativity and his Transformation Prints, such as Metamorphosis). With this in mind it allowed the design proposals to be rendered in almost any material/texture. The most appropriate choice is a gold metal, this "added visual value" and the association with wealth. The example exhibited here illustrates its structure which leads the viewer to a sense of intelligence, often the concept behind Nedbank advertising.
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