Sygnia - Corporate identity and communications < Firedog Brand Identity & Design Agency

The branding utilises a unique silhouette of Africa combined with the sigma symbol - A homage to the cumulative total within spreadsheets. This ties in with the brand positioning, 'The sum of all things'.

The supporting brand identity utilises a double bar device, which again links to the concept of addition. The visual aesthetic is deliberately restrained and minimal, with colour reserved for campaigns and supporting visuals.

The visual identity relies on a combination of analytical black and white forms, geometric type and custom XRAY imagery, which has been created by UK photographer and artist, Nick Veasey.

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the client

Sygnia Asset Management is a listed financial firm based in Cape Town and Johannesburg that offers investment products to institutional and private clients.

The Brief

Firedog were originally commissioned to originate a brand born out of South Africa yet created to be associated with European and North American markets. Sygnia wanted a brand that not only demonstrated their analytical methodologies, but delivered an elegant identity that would be confident on the world stage. Firedog in Cape Town continues to routinely deliver for Sygnia, looking after the majority of design and communications across brand, campaign and digital platforms.

The Solution

Back in 2003, Firedog produced a unique and visually appealing identity that exemplifies Sygnia’s core message, ‘The Sum of All Things’. In a highly competitive market, the newly formed Sygnia needed to wow its clients and threaten its competitors. For this reason, Firedog chose to use x-ray photography to support the organic yet highly calculated aspect of the fund business. Firedog used visually delicate natural objects such as shells and flowers to be traversed by a set of mathematical equals lines. Each element of the design is symbolic. Not only is it implied that Sygnia conforms to the regimental black and white nature of the financial industry, it is also suggested that they move beyond this, into full colour – a pun on several other South African Investment Banks. Sygnia goes beyond the grey.

The Results

Since Firedog having created the brand in 2003, the Sygnia business has gone from strength to strength with the development of proprietary system products such as Platinum and Alchemy, alongside a well-developed and diverse investment offering. We are very proud of this long-standing relationship with one of Africa's greatest challenger brands.

The resulting visual identity brings a combination of simple planes of colour combined with the black and white anchor palette.

We created the brand identity in 2003 and have also refreshed the brand in 2015, where we introduced a stronger mark and more comprehensive visual identity.

We retained the existing equity yet recrafted the icon and simplified the application to either black, white or flat silver.

The XRAY imagery has also been evolved away from purely organic floral objects into a more quirky and contemporary usage.

The imagery is combined with the double bar device, creating depth and interest, as well as creating a consistent memorable system.

A set of publications guidelines has been created as guidance for creative teams working on the brand.

The XRAY imagery assets are adapted to reflect each of the sub-brands within the Sygnia business. This example shows the SURF visual identity.

At a high level, the corporate identity reverts to a more minimal feel, with an emphasis on quality print and materials.

We have provided advertising creative support alongside the production of unique campaign imagery.

The corporate identity utilises the anchor black and white branding combined with bright acidic campaign colours.

We have created a series of sub brands for Sygnia, such as this example here for SURF (Sygnia Umbrella Retirement Funds).

The brand XRAY imagery has been subtly adapted to be used as a supporting graphic device. This example shows a repeat pattern utilised on textiles.

The branding utilises a unique silhouette of Africa combined with the sigma symbol - A homage to the cumulative total within spreadsheets. This ties in with the brand positioning, 'The sum of all things'.
The supporting brand identity utilises a double bar device, which again links to the concept of addition. The visual aesthetic is deliberately restrained and minimal, with colour reserved for campaigns and supporting visuals.
The visual identity relies on a combination of analytical black and white forms, geometric type and custom XRAY imagery, which has been created by UK photographer and artist, Nick Veasey.
The resulting visual identity brings a combination of simple planes of colour combined with the black and white anchor palette.
We created the brand identity in 2003 and have also refreshed the brand in 2015, where we introduced a stronger mark and more comprehensive visual identity.
We retained the existing equity yet recrafted the icon and simplified the application to either black, white or flat silver.
The XRAY imagery has also been evolved away from purely organic floral objects into a more quirky and contemporary usage.
The imagery is combined with the double bar device, creating depth and interest, as well as creating a consistent memorable system.
A set of publications guidelines has been created as guidance for creative teams working on the brand.
The XRAY imagery assets are adapted to reflect each of the sub-brands within the Sygnia business. This example shows the SURF visual identity.
At a high level, the corporate identity reverts to a more minimal feel, with an emphasis on quality print and materials.
We have provided advertising creative support alongside the production of unique campaign imagery.
The corporate identity utilises the anchor black and white branding combined with bright acidic campaign colours.
We have created a series of sub brands for Sygnia, such as this example here for SURF (Sygnia Umbrella Retirement Funds).
The brand XRAY imagery has been subtly adapted to be used as a supporting graphic device. This example shows a repeat pattern utilised on textiles.