The FGC+ brand identity leverages the plus symbol, transforming it into a spark to represent the idea of “igniting possibility”. It is locked up as an exponent on the logomark to communicate the growth of FGC+, its people, and its clients.
The spark/plus symbol also forms the basis for FGC+’s brand patterns, graphics, and even the brand’s tone of voice for creating distinctive headline copy.
Tying all the brand elements together, FGC+’s colour system pairs darker, credible-looking colours with brighter and livelier colours. While the credible colour palette is comprised of blue hues that communicate confidence and trust, the empathic colour palette uses maroon and orange for visually striking accents that represent FGC+’s warmth and approachability.
