First Citizen Logo Design Rationale
The concept of this logo design is twofold, firstly it has been derived from the four core competencies of the business and secondly from the heavily stylised illustration of a Swallow.
The concept of this logo design is twofold, firstly it has been derived from the four core competencies of the business and secondly from the heavily stylised illustration of a Swallow.
The core competencies of the business have been illustrated by playing with the form of a square within a square (a solid structure, implying support and solidity) and highlighting aspects of the shapes contained therein to create an arrow type shape that points forwards and upwards. This ‘arrow’ highlights the new direction of the company, onwards and upwards.
The swallow is a native bird to Ireland and has long been seen in this country as a symbol of perpetual movement. This can be tied in with the business’s ability to adapt to shifting environments, constantly changing to suit the present chaotic financial climate.
The swallow is a migratory bird, it travels great distances each year never failing to return home. This can denote constancy and faithfulness, values inherent in a successful, professional financial institution.
The swallow is also a symbol well known by sailors and signifies both the length and breadth of voyages undertaken and a successful, safe journey home; perfect ideals for a credit provider to be associated with.
Corporate identity design solution as part of the rebrand for First Citizen Finance in Dublin. http://www.firstcitizen.ie/
First Citizen Finance is a company set up and staffed by the team of Permanent tsb Finance Ltd, one of the only profit making entities of the last financial crisis. As part of the Irish Life & Permanent Group, Permanent tsb Finance was one of the largest consumer finance companies in Ireland.
Derivations of the logo and brand extensions are shown below.
The client was also presented with two different concepts below which didn't make the cut.
