Stacey Donaldson, Designer in Chicago
Stacey Donaldson, Designer in Chicago

Northern Trust–

Northern Trust came to us wanting a full brand audit and analysis that helped articulate their distinct value to the highly discerning “dynamic financial class” that they serve. We created a new brand strategy, identity and expression that is currently being supported in the market.

We wanted to preserve the sacrosanct elements that have always set Northern Trust apart: a color palette that departs from the financial sector’s predominant use of blue, and the emblematic anchor that has represented Northern Trust’s unparalleled stability since day one. Our team did away with the stylized details that added a level of dated complexity to the logo while still maintaining the equity of the brand’s anchor.

LOGO DESIGN

 
Before

Before

After

After