Schroders is a British multinational asset and wealth management company headquartered in London, founded in 1804 when Johann Heinrich Schröder joined his brother’s merchant house in the city. The firm’s current visual identity dates from April 2017, when it introduced a new logo, new colors and new graphics as part of a brand refresh described by the company as a natural evolution rather than a break with the past. The refresh was designed to better suit the digital world and the growing influence of digital technology on the asset management sector. [1] [2]
Design and History
The 2017 rebrand introduced a new logo, new colors and new graphics, with the company stating that its logo, design, image and communication were all revised to better suit the environment in which it works today. [2] The refresh was part of Schroders repositioning itself as a digital-first brand, a transformation that affected how the company markets the brand and provides services online. [3]
Prior to the 2017 refresh, Schroders used a coat of arms as its corporate mark. A trademark registration from 2015 describes the mark as a coat of arms with a stylized shield bearing flowers and stars, flanked on the left by a lion and on the right by a unicorn, with a stylized helmet, crown and flower above the shield, all atop an oval, with the wording “SCHRODERS” in a stylized font to the right. [4] The underlying arms were originally granted to Schroders Limited by Letters Patent on December 9, 1959. [5]
Meaning and Symbolism
The centerpiece of the 2017 identity is the symbol of the “open O,” which Schroders has described as representing the company’s perspective on the world and on people’s lives. Like a lens that brings an objective into focus, it is a metaphor for the firm’s ability to interpret data and information, its focus on the needs of clients, and its responsibility toward society as a whole. [1] The company has also described the symbol accompanying its new visual identity as representing multiple perspectives and a shared commitment: placing clients at the center of the objective. [2]
Typography and Design
Brand asset databases list the primary Schroders brand colors as a dark navy blue (hex #001E41) and a lighter blue (hex #0074B7), alongside white. [6] The 2017 refresh introduced these new colors alongside the new logo and graphics. [1] The visual identity was noted by design commentary as a bold, colorful and contemporary departure from the firm’s heritage, with a look and feel that would not look out of place in a tech startup, while the company’s two centuries of history continued to come across in its stories and messaging. [7]
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