Sygnia
Asset Management is a private firm based in Cape Town that
offers investment products to institutional and private clients.
Born out of ‘African Harvest Fund Managers’ in
2006, Sygnia is now a thriving organisation.
What was the brief?
Firedog
were commissioned to originate a brand born out
of South Africa yet be applicable to the European and North
American markets. Sygnia wanted a brand that not only demonstrated
their analytical methodologies, but delivered an elegant
identity that would be confident on the worldwide stage.
What was Firedog's solution?
Firedog
produced a unique and visually appealing identity
that exemplifies Sygnia’s core message, ‘The
Sum of All Things’.
In a highly competitive market, the newly formed
Sygnia needed to wow its clients and threaten
its competitors. For this reason, Firedog chose to use x-ray
photography to support the organic yet highly calculated
aspect of the hedge fund business. Firedog
used visually delicate natural objects such as
shells and flowers to be traversed by a set of mathematical
equals lines.
Where the lines cross the organic form it bursts
out of its x-ray form into colour. Each element of
the design is symbolic, not only is Firedog implying
that Sygnia represents the black and white methodology
of the financial industry, it is also suggesting that
they move beyond this, into full colour – a
pun on several other South African Investment Banks advertising
schemes – Sygnia goes beyond the grey.
