When the ownership of Klassen Financial changed and the business moved in 2017 to a new location at 333 Reimer Ave in Steinbach, a logo refresh was completed to signal this new leadership and direction for the growing firm.
- Brand Naming
- Visual Identity
- Building Signage
Due to the already significant transition to a new physical location across town, it was decided that leveraging the existing name and colour palette for the short term was wise, so as not to create any confusion in the marketplace about the future of this well-established firm.
An interim logo update was developed using a refreshed green colour palette and modern, simple typography. The ‘K’ monogram was inspired by the neoclassical architecture movement commonly applied to 19th century financial institutions in Canada, like the Bank of Montreal headquarters. The parallel lines formed by the flutes and fillets in the Greek column style used by the movement provided a sturdy yet classy aesthetic when applied as a monogram.
With the continued growth and acquisition of another firm in 2021, it was time to introduce the final stage of the brand transformation. The next step was to update their name and identity to more accurately reflect who they are and move away from the legacy Klassen name.
Unique and memorable brand names are becoming harder find. Our clients’ affinity for the outdoors led us to explore a river theme, and after a more precise audit, revealed several positive attributes. Rivers can be both tranquil and powerful, a source of nourishment and a mode of transport, cleansing, and renewing.
The name River was selected, and removing the ‘E’ (to create Rivr), gave the name the unique, eye-catching edge that was needed (not to mention domains that were available).
During the re-naming process, two taglines were created to help consistently convey the change. These taglines were applied graphically on everything from billboards to their website to help visually show the brand transformation. The taglines included were:
New Look, Same Trusted Advice
Change Is Good
We supplied and installed both the original Klassen Financial anodized aluminum signage on the exterior, and the updated RIVR logo, utilizing the landscape version of the logo to best fit the space.
A cascade of brand updates ensued—we proceeded to update physical assets, like exterior signage, stationery, and various ad spaces, alongside providing design direction for refreshing the website.