Robeco wanted to enter new markets. However, the logo of the Rotterdam asset management company – with the percentage symbol and the salmon background – did not seem powerful or distinctive enough for the international and business markets in which Robeco wants to increase its market share.
Edenspiekermann came up with a new logo and a new style for Robeco. The businesslike, international and contemporary look effectively supported the new brand promise: ‘The investment engineers.’ Robeco is ready for the business market.
A clear, legible word logo and the colour turquoise are the distinguishing features of the new Robeco house style. The new colour is associated with ‘modern’, ‘inspiring’ and ‘innovative’ and as such fits well with the organisation’s values. Placing the turquoise accent, literally, on the letter E allows the clear pronunciation of the name in any country. Furthermore, the accent symbol represents the accent on quality that Robeco adds to its clients’ investment portfolios.
Robeco’s new visual style has set it apart in a powerful and self-confident manner from the other players in the financial market.
The business world is at Robeco’s feet. With this new identity, the asset management company is completely ready for the international market. Research shows that the new look is perceived to be very powerful and distinctive. Even in countries like France, the US and India, where the company is relatively unknown. In short, an identity that inspires confidence everywhere.
