Brand-Design2021
Adcuram Relaunch
We have been the lead agency for ADCURAM’s brand and communication design for nine years now.
We are very familiar with the brand, the business and the people behind the company, which is why we were the first choice for the brand relaunch in 2020. We put the brand and the entire communication design to the test in an extensive conception phase and then further developed the design of the ADCURAM brand in a nuanced way. Nothing remained as it was and yet the familiar appearance was retained.
- Client
- Adcuram
- Location
- Munich
- Services
- Brand Design Digital Editorial Design Markenentwicklung UI-/UX-Design
The logo
We rejuvenated and revised the ADCURAM logo as part of CI studies in 2014. Now we have given it the finishing touches, smoothed out the paths and adjusted the width. The result is a big step forward, towards more dynamism and modernity.
Innovation, stability, commitment, leadership in a digital world – all these attributes can now be found in it. But the original spirit has also been retained.
The “pearl on the upswing” is still the leading element of the new logo and remains untouched. In the same way, many of the lines remain the same.
If you don’t look closely, you may hardly notice the change.
Those who do will see that ADCURAM is ready for tomorrow.
The world of color
At first glance, the colors of a corporate design convey the values and self-image of a company. The basis of the color scheme is the ADCURAM green, which has characterized the appearance of the company since it was founded.
We have now supplemented the color scheme with three secondary colors, which are primarily derived from the overarching theme of the mountain world. The earthy beige tone was already an integral part of the communication a few years ago and was displaced at some point. As part of the redesign, we brought it back because it conveys a serious, high-quality aura and fits in well with the color and image world.
The blue tones are new and reflect seriousness and consistency. They also anchor the company even more firmly in the world of finance and at the same time are universally reflected in the imagery.
The visual world
The nature motifs with a feel-good character form a positive contrast to the slick uniformity of the competition. As part of the latest brand redesign, we have now built the narrative bridge that was already at our feet: bringing companies “to the top”, overcoming adversity and obstacles and developing as a person in the process have always been core themes at ADCURAM and represent overlapping leitmotifs between managing investment companies and conquering a summit.
between managing associated companies and conquering a summit. The same applies to the team concept, the aspiration to lead and the courage to forge ahead in rough terrain.
In addition to the imagery, we now work with key symbols in our communication, which represent the various subject areas in communication and at the same time establish the link between our activities and the overarching theme of the mountain world.
The compass as a signpost, the binoculars for an overview, the carabiner as a symbol for the rope team, the rock as a reliable and solid element – each key symbol is largely self-explanatory and is intended to reinforce the meaning of the content. With increasing use, the symbols form simple recognition values that serve as orientation for the content.
But why the mountains?
The brand design in the application
All corporate communication now follows new design rules, for which there is a comprehensive brand guide. Below are a few examples from the application.
ADCURAM on the web
As part of the brand relaunch for ADCURAM, we naturally also developed a new website that reflects the new design and communicative realignment. In order to make the migration of the existing content as easy as possible, we again relied on WordPress and programmed an individual template that, together with the Gutenberg editor, provides a future-proof modular system for the creation of individual pages. As a result, we were able to launch the new website in a very short time and ADCURAM now presents itself online as innovative and contemporary as the company lives it in everyday life.
