The branding utilises a unique silhouette of Africa combined with the sigma symbol - A homage to the cumulative total within spreadsheets. This ties in with the brand positioning, 'The sum of all things'. The supporting brand identity utilises a double bar device, which again links to the concept of addition. The visual aesthetic is deliberately restrained and minimal, with colour reserved for campaigns and supporting visuals. The visual identity relies on a combination of analytical black and white forms, geometric type and custom XRAY imagery, which has been created by UK photographer and artist, Nick Veasey. The resulting visual identity brings a combination of simple planes of colour combined with the black and white anchor palette. We created the brand identity in 2003 and have also refreshed the brand in 2015, where we introduced a stronger mark and more comprehensive visual identity. We retained the existing equity yet recrafted the icon and simplified the application to either black, white or flat silver. The XRAY imagery has also been evolved away from purely organic floral objects into a more quirky and contemporary usage. The imagery is combined with the double bar device, creating depth and interest, as well as creating a consistent memorable system. A set of publications guidelines has been created as guidance for creative teams working on the brand. The XRAY imagery assets are adapted to reflect each of the sub-brands within the Sygnia business. This example shows the SURF visual identity. At a high level, the corporate identity reverts to a more minimal feel, with an emphasis on quality print and materials. We have provided advertising creative support alongside the production of unique campaign imagery. The corporate identity utilises the anchor black and white branding combined with bright acidic campaign colours. We have created a series of sub brands for Sygnia, such as this example here for SURF (Sygnia Umbrella Retirement Funds). The brand XRAY imagery has been subtly adapted to be used as a supporting graphic device. This example shows a repeat pattern utilised on textiles.