March 29, 2013
Legg Mason is a global asset manager made up of numerous independent firms, each with specialized investment expertise. Creating a viable “house of brands” with so many separate identities can get a bit tricky, so Ologie helped evolve the company’s visual brand language to accommodate this structure, with a strong emphasis on information graphics and simplifying complex information.
The new system clearly defines the relationship between the Legg Mason master brand and each affiliate brand. It also offers significant visual flexibility, with a range of options for color, typography, photography, and (perhaps most useful) icons and information graphics—all to help make communications more approachable and easier to understand. Finally, we documented everything in a new set of guidelines for both print and digital media.