Invesco

Invesco wanted to shift away from there corporate image and become a human-centric company. However a mountain is not the most personal human or warmest of symbols. What if it was a more modern, tactile, human mountain? Reminding people that Invesco is more than one of the world’s largest global investment companies: it’s a group of people and when people work together the possibilities are greater.

The orginal marque is based upon Ama Dambla a mountain peak in the Himalayas. Studying the mountain closer it actually has two peaks not one. The hidden peak providing support and stability to its more celebrated neighbouring apex. A perfect metaphor for the stability that Invesco gives to its investment partners.

Throughout the creative process I kept in mind that as much as this was about creating a new marque it was important to develop a supporting system that’s dynamic and flexible that can shift from formatted to expressive depending on finanacial turbulance. The primary corporate colours had to be retained but refreshed to be more vibrant and digital friendly including a new secondary palette reflecting the ‘golden hour’ of the mountain when the sun sets giving it a warmer feel.