Marsh Global Visual Identity
Branding, Visual Identity and Graphic Design
Branding, Visual Identity and Graphic Design
In 2011/2012 the Lippincott agency created a new global identity for Marsh & McLennan Companies. Myself, my senior design colleagues and my opposites in the sister companies (Mercer, Guy Carpenter and Oliver Wyman) then directed the global implementation and launch of our OpCos' new brands across 60 countries.
I was then briefed to create a signature system within the new identity that set Marsh apart from its sister companies, whilst retaining the overall family look. I worked with and directed a team of four senior designers and art directors based in London, New York, Manilla and Sydney. In a week of brainstorming and development we produced a consistent graphic system that was applied to all print, web and animated channels globally. Below are sections from the core guidelines detailing how the ‘look’ is applied to a variety of items and working examples.
The signature look comprises of five graphic facets (three horizontal and two vertical) that serve as a frame for the prominent image. This approach maximizes the impact of the photography used in the collateral, provides a dynamic frame effect on the page, and reduces the risk of overly complicated cover designs, which could inhibit effectiveness overall. The full color spectrum in the new visual identity guidelines and varying levels of opacity can be applied to the facets, though their size and position are defined by the look.
Please visit usa.marsh.com to see the system applied to the company’s US website.
I was then briefed to create a signature system within the new identity that set Marsh apart from its sister companies, whilst retaining the overall family look. I worked with and directed a team of four senior designers and art directors based in London, New York, Manilla and Sydney. In a week of brainstorming and development we produced a consistent graphic system that was applied to all print, web and animated channels globally. Below are sections from the core guidelines detailing how the ‘look’ is applied to a variety of items and working examples.
The signature look comprises of five graphic facets (three horizontal and two vertical) that serve as a frame for the prominent image. This approach maximizes the impact of the photography used in the collateral, provides a dynamic frame effect on the page, and reduces the risk of overly complicated cover designs, which could inhibit effectiveness overall. The full color spectrum in the new visual identity guidelines and varying levels of opacity can be applied to the facets, though their size and position are defined by the look.
Please visit usa.marsh.com to see the system applied to the company’s US website.
The Marsh look is made up of five facets (two vertical, and three horizontal). This approach has been chosen to maximize the impact of the photography and keep a clean, sophisticated, look. The diagrams above shows the architecture of the system using the image container’s height as a baseline.
A selection of external marketing/pitch templates are shown above.
The examples above show a Pop-Up and Roller Banner template system. These come in white and blue background options. Due to the varying sizes of these systems, the elements should be sized proportionally, ensuring the key elements and positions are maintained.
The facet system is used for standard ad templates to align with the Marsh look and differentiate it from our tactical advertisements. The standard templates are more flexible and allow for larger amounts of text.
