CFF

A provider of finance consulting services for major companies.

Mockup of the brand book featuring the cover

Short

The main KPI to success was keeping the visual heritage of the brand and their elements. The client specifically asked for a new identity that won't forget about the roots.

A page from the previous brand book featuring the old logo
Current Logo
A page from the previous brand book featuring a presentation layout
Current Identity

New Logo, Palette and Type

Sharp elements and simmetry give elegance and professionality to the brand. A fresh gradient color has been added by picking colors out of the old 3D logo. The condensed font helps to save space while having a larger point set.

A page from the new brand book featuring the new logo A page from the new brand book featuring the new logo with guides lines
The new logo in the default variation
The new logo in the inverted variation, white on black
MThe new logo in the outline variation
A page from the new brand book featuring the new colors in a concentric shape A page from the new brand book featuring the new selected typeface D-Din

Tagline

A key element is the tagline "Trasformiamo le esperienze in conoscenze" (Molding experiences in knowledge), CFF's certification of autenticity, recognised by all client and potential referrer.

A page from the new brand book featuring the tagline in the new layout Mockup of the A4 letterhead Mockup of the business cards

Credits

As a solo side project I took care of all process steps and communication with the client via remote in early 2018.

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