Brand identity & Communications

Sygnia

A brand identity which goes beyond the grey.

Sygnia Asset Management is a private firm based in Cape Town that offers investment products to institutional and private clients. We have been working continuously with Sygnia for over fifteen years, right from the initial brand creation through two brand refreshes and including a raft of design, product campaigns, communications and digital interface design.

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 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'.

A brand which demonstrates both analytical agility and an elegant aesthetic.

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 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 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.

Firedog chose to use x-ray photography to support the organic yet highly calculated aspect of the fund business.

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.

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

Each element of the design is symbolic.

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.

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

We are very proud of this long-standing relationship with one of Africa’s greatest challenger brands.

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.

We have created a series of sub brands for Sygnia, such as this example here for SURF (Sygnia Umbrella Retirement Funds).
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 brand XRAY imagery has been subtly adapted to be used as a supporting graphic device. This example shows a repeat pattern utilised on textiles.
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