Company branding and visual identity
TradeBridge are one of the fastest-growing non-bank global providers of working capital offering supply chain finance solutions that allow ambitious businesses around the world freedom to grow.
Having worked with TradeBridge since its conception some eight years ago, a new change in positioning and strategy provided the opportunity for a refresh of the visual identity.
Mindful not to lose any established brand equity, minor adjustments were made to the logo, and refinements to the typography and colour palette, ensuring that the new visual identity retained the solid footing of the established brand, but with a more modern look and fit for digital applications.
New typographic styles consist of just three weights of Poppins to keep things clean and simple to establish type hierarchy. The font honoured the weight, cut and geometrics of the original brand font, but with improved contrast and legibility on screen.
A suite of custom monoline icons was designed to complement the weight and style of the typography. The icons serve to support the narrative of the brand while adding functionality and styling to the brand visual toolkit.
New staff photography was commissioned on location at offices on Bloomsbury Street as part of the new visual identity. Images shown copyright of Paul Tait.