Genesius Capital, an alternative asset investment firm, has confounded tradition by only spending a modest amount on their company rebranding exercise. The company paid graphic design student Paul Pritchard £300 to do a redesign of the Genesius logo, with additional logos and typefaces for the company website.
“We’re absolutely thrilled,” said MD Alison Walcott, “it’s so much more 21st Century. Genesius is a forward looking firm, and now our logo is too.”
Branding Consultant Jason Biggs was surprised by the company’s decision, however. “I can’t see why they used some random student, when there are so many excellent Branding Consultancies who they might have paid tens of thousands of pounds to do the same work. They could have done lots of branding workshops, and talked about brand essence! Very peculiar indeed.”
Hardly Business Review 