Our New Brand

The development of our brand model was lead by our vision to be pre-eminent.  We want a distinct identity that respects and builds on our 125 year heritage and demonstrates the quality and professionalism of our company.

Our brand identity brings together five key elements – logo, font, colour, image style and language.  They don’t have equal prominence, but they all have a role to play in creating a clear and consistent image.

 - The Trust Company Logo elements

Logo

The Trust Company: A subtle, but important part of repositioning the company is to adopt ‘The’ in front of our name.  The Trust Company is a deliberate and positive step to be more distinctive. 

‘The Keep’:  ‘The Keep’ was chosen to represent us as it is the strongest, safest and most secure part of the castle.  It was also the most defended area, which would be protected at all costs.

‘The Keep’ stands tall as our symbol of strength, longevity and security – which is the essence of a trustee.

The Trust Company ‘T’: The Keep has a ‘T’ emblazoned on the trunk of the tower as a visual clue of our company. 

1885: We have included the date of our establishment demonstrating our endurance, experience and ongoing success.

Colour

The selective use of purple has been chosen to elegantly demonstrate our premium status as the perceived value of purple is greater than many other colours.

In medieval times, blue dyes were rare and expensive.  Only the wealthiest people could afford to wear clothes made with blue dyes. The aristocracy wore robes of royal blue and kings in Europe wore royal purple.

Our colour palette will be balanced by black, white and the selective use of purple.

Imagery

Along with our other core elements, imagery plays a vital role in reflecting our brand.  It helps to express our values, personality and spirit of who we are and who we want to be.  It helps create a brand look and feel that is leading and distinct.

We have chosen to bring authentic Australian stories to life through our imagery.  These stories represent both the history of The Trust Company and of our clients.

Our imagery style helps to communicate:

  • That The Trust Company is not about wealth generation, but wealth management
  • The importance of heritage and lineage to our clients
  • The many different individual concerns of our clients
  • Our recognition of the individuality of clients and doing the right thing by them.

 

Using these elements together

A major piece of work which is yet to occur is the redevelopment of all our marketing collateral.  Our new marketing collateral will bring together all our brand elements and over time you will see our new brand come to life.

What do you think of our new look?

We would love to hear your thoughts about our new brand. Or, if you spot something that needs to be brought to our attention we would love to hear from you. Simply fill in your details in our Contact Form.