Quilter plc is a UK-based wealth management company that adopted its current name and visual identity in 2017, when parent group Old Mutual announced the rebrand of its wealth management arm ahead of a planned separation and stock exchange listing. The Quilter name was chosen as a replacement for Old Mutual Wealth, with roots dating back to the 18th century. The rebranding was phased in across the group’s subsidiaries over approximately two years, with the company listing independently on the London and Johannesburg stock exchanges in 2018. [1] [2]
Design and History
The Quilter logo is a typographic wordmark that the company describes as “distinct, elegant and works well across all our media.” The brand guidelines instruct that the logo should always be used in its purest form, with black and white versions available for printing or technical limitations. A minimum clearzone equal to the width of the Q must be maintained around the logo, and minimum sizes of 20mm width for print and 100px width for digital communications are specified. [3]
The group also uses a descriptor as a visual asset that communicates its group business offering. It is primarily used as a lockup with the logo, with both stacked and horizontal logo lockup configurations available. The descriptor should only be used at group level, not for individual business units. [3]
Following the 2017 announcement, the rebrand was rolled out across the group’s businesses. The multi-asset investment business became Quilter Investors in 2018, with its name, logo and brand style aligned with Quilter plc. [4] Intrinsic rebranded to Quilter Financial Planning in 2019, and the international business became Quilter International in 2020. The UK platform completed its rebrand to Quilter in 2021. [2]
Meaning and Symbolism
The Quilter brand is described by the company as “the outward manifestation of our purpose (helping people prosper) and values (dependable, pioneering & stronger together)” and was designed to be “both recognisable and distinctive in the crowded wealth management market.” [5]
The brand is predominantly white to help communications stand out, with a selection of three greens used for the logo, descriptor, headlines, calls to action and the Quilter pattern. The primary Quilter green is specified as HEX #0F7B3F (PMS 7732), with Quilter mid green at HEX #159847 (PMS 355) and Quilter light green at HEX #169F50 (PMS 2257). Greys are supporting colours used for charts and diagrams. [6]
Typography and Design
Quilter’s brand guidelines specify Sentinel as the hero font for print communications, used for headlines and sub-headers, and always rendered in green. Open Sans is the secondary font, primarily used for body copy, diagrams and infographics. For website use, Frank Ruhl is specified for headings, with Open Sans regular for body copy. [7]
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