A family run independent financial advisory firm were looking to give their brand more personality.

Basi & Basi are unlike many IFAs as they are a family run business after Mr Basi senior started the firm in the early 90s. Father and sons team are not boring as the preconceive IFA seem to be, Basi & Basi were happy with their previous logo before but after client feedback they noticed that their clients understood the previous brand but didn’t feel it was true to them.

This was an added challenge to Format Design London as with the client liking their previous brand, the new direction had to reflect their likes as well as give the brand personality.

 

The ‘b’ of Basi & Basi is a key element to the name and the brand as a whole. The use of font changed the perceived tone given a rounded edge and soften the image.