Fidessa started out as a supplier of bespoke software to large investment banks. Although in the past the company had focused on trading and investment activities, now its offer had broadened to include tools and services designed to help clients understand their markets better. But while Fidessa was moving forward, audience perception of the company was lagging behind. Fidessa asked us to relaunch their brand in a way that would clearly redefine their offer as a global business providing a full range of trading, connectivity and data services to the financial markets.
We conducted a series of interviews with a cross-section of key stakeholders to discover what Fidessa meant to them. From these interviews, we developed a core idea for the brand based on the essential quality of “trust” in the fast changing financial world. Using this as a starting point, we developed a brand identity inspired by heraldry that emphasises these qualities. The logotype has been simplified and strengthened, while a distinctive diagonal cut motif suggests the different facets of Fidessa’s offer.