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.
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.
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.