New logo, commercial for Alexander Forbes

The new logo

Lynn Stevens, Alexander Forbes' group executive for brand, marketing and communications, said, "The new logo symbol, a warm orange rising sun motif, is a powerful and symbolic image. It's dynamic, modern and portrays forward movement. It ensures we stand out as company.

"We had to evolve the brand to reflect a distinct break from the past and a fresh interpretation of the company's promise: to be a respected financial services company committed to positively impact on the financial well-being of each and every one of our clients."

Stevens noted that orange is strong, vibrant, enthusiastic, charged and determined. By virtue of its placement, the rising sun logo leads the eye from the word "Alexander" to the word "Forbes", linking the two names to create a dynamic whole.

Commercial produces dreamscape

The old logo

The agency's creative team of Wallace Seggie, Oskar Petty and Stephen Burke (ECD), together with director Miles Goodall, is introducing the new corporate brand via a 60-second television commercial urging clients to never let go of their dreams.

Burke comments: "We want people to watch the advert and come away with the inspiring message that with the client, it isn't too late to make your dreams a reality. To 'Live without regret'."

The ad has an otherworldly atmosphere, showing a landscape filled with contrasting imagery and unexpected elements in a space that feels strangely real and dreamy at the same time.

Agency MD, Brigette Worrall says, "We are very proud of this commercial. We believe that the strong trust that the client has put in our team allowed the campaign line 'Live without regret' to come to life and leave a lasting impression with viewers."