Equiti Group Ltd is the parent company of some of the most progressive FX and CFD brands and prime brokerage providers in the industry. While creating a brand identity for Equiti Group we were challenged to offer a solution which would emphasize their innovative, unique operating and well-capitalized systems. Another challenge that was put in front of our team was to include a hidden element in a brand identity.
A brand’s identity needs to say many things so we went beyond the obvious to achieve all, or at least most of the objectives, having to pull out some visual tricks to fit them all in. Minimalism and simplicity became inseparable parts of the new brand. One of the main identity elements are the black and turquoise colors the whole brand is kept in. As for the hidden element, we have used Japanese candlestick chart, which is a style of financial chart used to describe price movements of a security, derivative or currency. Technically, we have made the brand elements flexible and able to be used as a pattern or as a big fragment, wherein not violating the identity mood. We believe that the new logo and brand identity offered by Doping has taken the business to the next level making them more successful and recognizable in the international market.