Riskdata provides high end risk management software to financial institutions. Following Riskdata’s recent takeover, the new management team decided to fully rebuild the company’s brand. The challenge was to create a memorable visual identity that shows the major improvements undertaken since the takeover such as intuitive interfaces and friendly client service, while making the most of the company’s historical assets such as scientific excellence and reliability.
Among more than 15 concepts, Riskdata selected the idea of a stylised graphic representation of its key concept, the “Value at risk” (VaR). The edges have been made sharper than the original graph to express the sharpness of Riskdata’s software and echo the “A” in the logotype. The right portion of the graph underlines the logotype to communicate reliability.
The version with the lime circle was selected as it makes Riskdata’s logo stand out and gives a technological feel to the brand.
The biggest challenge of this project was to find a visual concept for Riskdata’s imagery, e.g. photos for the website and brochures. It was important to stay away from financial industry clichés such as skyscrapers or city landscapes.
How to visually represent sophisticated risk management? Dramatic perspective, geometrical forms and abstract shapes were chosen to represent Riskdata’s mathematical expertise. The lime highlight on a black and white photo is a way to focus the user’s eye and intuitively guide it towards specific areas. This is part of Riskdata’s mission: helping clients to focus on the right metrics.
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