St James’s Place, the UK wealth management firm, introduced a refreshed visual identity in January 2022, its first significant brand update since the company was established in 1991. The refresh, developed with design agency Landor, dropped the words “wealth management” from the brand name and redesigned the logo, marking a notable shift in how the company presents itself to clients. [1] [2]
Design and History
The 2022 refresh was described by the company as an “evolution” of its visual identity rather than a complete rebrand. [3] The most significant change was the removal of the words “wealth management” from the brand name, a move intended to broaden the firm’s appeal to a wider audience. [1] The company said the previous brand had changed little since it was launched 30 years earlier and that it was time for an update. [1]
The famous SJP lion mark was retained but was no longer part of the main brand, with its prominence reduced to a watermark. [1] [4] Alongside the new logo, the company also updated its colour palette and the images and illustrations used in its support materials. [1] The new identity was rolled out gradually over the following year, starting with the company’s website and social media channels, to “minimise waste.” [1]
The refresh was overseen by Claire Blackwell, then marketing director at St James’s Place, who described the new identity as reflecting the experience the company wants clients to have: “human, approachable and user-friendly.” [1] CEO Andrew Croft said the changes “express our robust heritage and reflect our strengths as an inclusive, responsible, and contemporary business.” [1]
Meaning and Symbolism
The decision to reduce the lion’s prominence was tied to the company’s aim to modernise its image. The lion and topiary gardens previously used in branding were associated with an outdated image of the industry, according to reporting at the time. [4] The refreshed identity was designed to reflect a “personal, empathic, confident and contemporary” financial advice firm. [5]
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