Being independent from the large banks, Bell Potter prides itself on providing truly unbiased advice to it's customers. It is this ability to give honest, straight-talking advice that formed the strategy for the identity.
The new logotype is clear and confident. It consists of bold, uppercase letters to communicate strength and a horizontal line (abstracted speech bubble) to represent Bell Potter's core service of advice. Throughout the identity, the logotype is positioned underneath headlines, supporting and endorsing everything that is said.
Besides the logo, the visual identity consists of a disciplined, unique colour palette where black and white are combined with bright aqua, a refresh of the original teal colour from the previous identity. Photography is candid and the new tone of voice style is straight-talking and doesn't dress bad news in good.
Clear and effective presentation of up to the minute information is vital to Bell Potter's day-to-day needs. Therefore the layout of market updates, product brochures, graphs and charts both in print and online adhere to strict underlying grids for increased legibility.
A simple and confident identity for a straight-talking company.
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