Loan Market Association
Designhouse was commissioned to refresh the Loan Market Association’s brand identity and graphic style to make it more contemporary and engaging.
Established in 1996, and with more than 700 member organisations covering some 60 nationalities, the LMA is the main trade body for the syndicated loan market in Europe, the Middle East and Africa.
The challenge was to create a more contemporary style for the organisation without moving too far from the original branding.
The new identity puts LMA centre-stage with the full descriptor to the right, replacing the original stacked logo that was based on the longhand name. We introduced Helvetica as a more contemporary font and replaced the burgundy from the original colour palette with lilac. Orange was retained for continuity and used to spotlight statistics, highlight key words and as a divider.
To refresh imagery so that it was more visually appealing, we recommended moving towards close-up and imaginative uses of abstract photography that hinted at the association’s areas of expertise in finance, knowledge and events.
The new identity was applied to website, stationery, bespoke media hub, marketing materials and conference campaigns.
