A new look for better communications

With the continuing expansion of our organization, it was necessary to make some changes to our brand identity in order to improve our communications, both internally and externally. With effect from 1 June 2009, all 86 TMF Group companies operating out of 65 countries will adopt the new brand identity. As a result of these changes, we trust that it will be instantly recognizable what TMF Group stands for and what full range of services we can offer clients worldwide.

To that extent, all core elements have been restyled and redefined respectively in order to communicate our brand identity effectively. We have moved away from a classic, quite descriptive to a more modern, and open tone of voice.

The changes to TMF’s brand identity

The logo

To communicate that TMF is a global service provider with offices around the world, we have added the word ‘Group’ to our corporate signature. We have introduced a red ‘box’ to improve visibility and recognition. In some of our communication material we will be able to show this box three dimensionally. We have selected a bolder, more modern font for our logo type. In addition, every letter now has the same height, as the individual letters have lost their significance already many years ago. Furthermore, and to communications easier, we have changed our lock-up to the single proposition ‘global independent administrators’.

Color palette

The TMF color palette now also includes several bright colors which match nicely with the more conservative TMF grey and red.

Fonts

We have selected more open font types, and have increased the size and paragraphs to make our communications more legible and accessible, using white or brightly colored backgrounds.

Imagery

We have introduced a new TMF (3D) globe with a more modern look.

As our business is a ‘people’s business’, we have now also added imagery showing the human aspect to our current portfolio (which is based on the 4 elements of nature as a metaphor for the movement, energy, and strength of our organization).

Finishing

The paper quality and finishing of amongst others our brochure material will be less classic (all smooth).

Final remark

We trust that you have enjoyed reading this explanatory note which has allowed you to learn more about the TMF brand, and we look forward to making our brand more visible, tangible and all-embracing together with you.

Charlotte Andriesse

TMF Group marketing and communications

Amsterdam, The Netherlands, 1 June 2009
 

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