Centrum Brand Identity
Centrum has always been a trusted name in financial capital, known for helping clients build stable and successful futures. As the company expanded its reach and ambitions, it became evident that its existing brand no longer captured the sophistication or scale of its vision.
Recognizing the need for a stronger, more cohesive identity, Centrum partnered with us to reimagine its brand.
The initiative went beyond aesthetics, diving into the company’s core values and creating a foundation that reflected its leadership and forward-thinking approach. From a refreshed visual identity to refined messaging and adaptable design systems, the transformation positions Centrum as a modern, trusted partner ready to navigate the complexities of the financial world and empower clients for years to come.
From vibrant turquoise tones to the calming shades of powder blue and water, Centrum’s color palette was carefully chosen to set it apart in the financial sector. After thorough research into the competitive landscape, we noticed an overuse of predictable colors like navy blues, grays, and metallics, tones that dominate the industry. “We wanted Centrum to stand out while still exuding trust and professionalism,” the team explains. Turquoise, paired with rich black, offered the perfect balance, modern, refreshing, and approachable, while still maintaining a sense of sophistication and authority. This unique combination not only reflects Centrum's forward-thinking ethos but also makes the brand instantly recognizable in a crowded space.
Centrum’s logo design is built around thoughtful symbolism, seamlessly blending a hidden letter "C" with a forward arrow to represent the brand’s core values. The "C" subtly anchors the logo, serving as a nod to the brand’s name and its role as a central hub for financial expertise. Meanwhile, the forward arrow embodies progress, direction, and a commitment to guiding clients toward their goals. This dual symbolism was no accident, it reflects Centrum’s forward-thinking mindset and its mission to help clients move confidently into the future. The design is not just a visual element but a powerful narrative, encapsulating momentum, innovation, and trust in a way that resonates with both the brand and its audience.
