Brand mark for National Asset Management Agency

The National Asset Management Agency (NAMA) is the Irish Government agency established "to address the serious threat to the economy and the stability of credit institutions in the State generally and the need for the maintenance and stabilisation of the financial system in the State...".

In essence the National Asset Management Agency is a State agency with a commercial remit to acquire loans from banks and other participating institutions and to hold, dispose of, or develop the property assets related to these loans so as to achieve the best possible return for the State over a period of seven to ten years. Thus NAMA is essentially in the property business while also having a significant role in relation to the stability of our financial institutions.

In order to fulfil this weighty and economically important remit NAMA needs to be perceived to be connected to the State, but not part of it. It needs also to reflect the core values: strong, fleet-footed and discrete.

To reflect these and other attributes we created a direct, striking and effective corporate identity mark combining a unique harp symbol with the organisation's name.

The logotype uses the complete name in preference to the acronym NAMA, so as to better communicate the full weight and authority of the body. The typographic treatment contributes to the appropriate corporate positioning by using a contemporary serif typeface. The stylised modern gold harp reinforces the organisation's nature as an agency of the Irish state.

Overall this corporate identity mark is formal and understated and in keeping with the nature of this agency.