Rathbones
A bespoke brand crafted for future generations
- Professional Services
- Brand Strategy
- Brand Identity
- Brand Campaigns
- Digital Design
- Environments
- Signage & Wayfinding
Background
Rathbones, the wealth management group has a unique heritage dating back to 1742, with a reputation founded on generations of exceptional people, working to strong guiding principles established by its founding family.
Brief
Redefine the Rathbones brand, strategically and visually, in a way that celebrates its remarkable heritage, reaffirms its values and principles, and positions it as the UK’s leading discretionary wealth manager, showcasing its commitment to existing clients and future generations.
Solution
Rathbones were looking for an evolution to ensure the brand continued to resonate with existing clients whilst appealing to new audiences. We undertook an extensive period of consultation and immersion, engaging the many diverse teams across the UK to achieve a deep understanding of the purpose and values ingrained within this iconic institution.
Building upon the foundations of the Rathbone family’s guiding principle, “Gently in manner, firmly in action”, the creative strategy behind Rathbones’ brand evolution was crafted to reflect its core values and heritage with a contemporary spirit, which have guided the company for generations. We embarked on an exciting journey, weaving together design elements that showcase sophistication, authority and a touch of timeless elegance.
At the heart of the visual identity is a symbol that reflects Rathbones’ maritime past through a contemporary lens – expressing a sense of future legacy and resulting in a simplified yet potent device which acts as a seal of quality, commitment and service within wealth management.
A crafted and ownable typeface (Rathbones Sans©) combined with the unique creation of a Pantone colour (Rathbones Blue©) reaffirms their bespoke and personal approach to business which is reflected in their confident brand expression.
Rolled out across all channels, including digital and experiential, the refreshed brand identity presents Rathbones’ heritage balanced with a modern expression. The design system allows a growing internal team to quickly deliver assets that help it capitalise on new opportunities for growth. Ultimately, our work unifies a proud past with the company’s position as the leading modern wealth management group in the UK.
A legacy symbol paying homage to Rathbones’ maritime heritage with a contemporary spirit designed for digital and print, acting as a seal of quality, commitment and service within the wealth management sector.
A bespoke and ownable display typeface, Rathbones Sans© was created in three weights, light, regular and bold creating confidence and impact across all key brand communications.
Rathbones Blue©, a unique and truly ownable colour developed in partnership with Pantone USA. The colour blue exudes vibrancy and depth across screen and print, reaffirming their bespoke and personal approach to business.
The evolution of our brand represents an exciting chapter in our journey. By preserving the heritage that has defined Rathbones while embracing the demands of the modern world, we reaffirm our commitment to our clients. This refresh signifies our dedication to remaining relevant and responsive, ensuring we continue to deliver exceptional service for generations to come and create a sharper, more coherent brand image
Colin Nelson
Marketing and Communications Director at Rathbones Group
Collaborating with Rathbones to revitalise its brand was a unique opportunity for our team. By delicately balancing tradition and innovation, we have crafted a brand identity that speaks to the heart of Rathbones’ legacy while captivating new audiences. This partnership represents the perfect collaboration of creative vision and shared values.
Bryan Edmondson
Founder and Creative Director
SEA
