Our work for Delta Index

Delta Index rebranding

05 November 2008

On foot of a comprehensive strategic review, Delta Index, an Irish financial spread betting company, has redefined and focused its business strategy and market positioning. We were contracted to make this new strategy tangible by evolving their brand identity. Our methodology was to analyse which aspects of their existing brand identity we should retain and which we needed to update. We also identified the need to develop a far more robust brand mark which would excel both in on-screen applications and in newsprint advertisements. As the majority of their business is now conducted online, and they advertise frequently in the financial pages.

Their new brand proposition aims to enable intelligent trading. That is to provide the tools and support that help online investors become more knowledgeable, skilled and successful. Accordingly, our refreshed brand mark replaces their existing all-capitals logotype with a more potent and contemporary typographic treatment. We elevated a rich blue colour, which already featured prominently within their existing identity system, into the brand mark proper. We evolved their two-arrows symbol, enhancing the arrows with a richer three-dimensional bevelled visual treatment. These arrows still serve a useful didactic role (your investments may go up or down). Their new treatment opens up many potential applications in online and mobile environments: where they can be used as buttons and icons. Our brand road-map envisages scenarios where Delta Index can make far more evocative and creative use of their new arrows symbol within their brand communications. We have established is a visual language for this brand that is insightful, fresh and innovative. We have also developed a comprehensive visual identity system that compliments their updated brand mark. Their new brand identity can be seen in their current above-the-line advertising campaign.

This revitalised brand identity benefits Delta Index because it more accurately reflects their business proposition and the corporate personality that they are proposing to their customers. It also positions them well to grow their business outside of Ireland and to present a broader scope of new product offerings to their customers.