Computer Arts - - Branding Advice -

Some­times a brand’s her­itage must be cel­e­brated. Back in 2008, North’s re­brand of the Royal Mint did ex­actly that. “This is the only mint­ing in­sti­tu­tion to have an 1,100-year-old royal her­itage,” ex­plains North’s Sean Perkins.

North clearly dif­fer­en­ti­ated the Royal Mint from its over­seas com­peti­tors, com­bin­ing the Royal Fam­ily’s Coat of Arms with a gold heraldic ‘sup­porter’, sym­bol­is­ing her­itage and mint­ing ex­per­tise.

“The sup­porter is de­rived from the Tu­dor rose, struck on the first gold sovereign of 1489, com­bined with the geo­met­ric shapes of the coin ‘dial plates’ cur­rently in use at the Royal Mint,” ex­plains Perkins.

“The use of black, gold and sil­ver evoke the pre­mium qual­i­ties of this royal in­sti­tu­tion. The Royal Mint em­blem rep­re­sents the ul­ti­mate guar­an­tee of qual­ity,” says North’s Sean Perkins.

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