MMC needed an update of their previous identity as the reason behind the abbreviation had changed and was no longer relevant and because the old ID didn’t really reflect the nature of the business. The branding questionnaire revealed key words for MMC; innovative, collaborative, technology, partnerships, flexibility, easy to deal with. So the new look was developed with these words in mind, combined with the overriding reality of what they do – Fund Administration. So the brand name was altered slightly from MMc to just MMC with the addition of the ‘Fund Administration’ tagline to clarify.
Initially I developed ideas around interconnection, interlinking and flow with a modern look (see the development of the logo at right) but it needed to be simpler and clearer, so I worked on ideas of the most basic function of what MMC does – counting money and this ultimately led to the use of the sigma mark, which of course means to sum up. So the end result was achieved by drilling down to the essence of what the business does, by simplifying, but also by regular communication and honest feedback.
“We used Campbell’s services last year to rebrand our company logo and to update all our stationery. We found Campbell very professional and creative in our dealings and he provided us with an outcome that we are extremely proud of and we have received wonderful feedback from our clients. We would have no problem to recommend Campbell and Abbot Design to prospective clients.”