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Brand Identity

Gresham House

A careful evolution of a heritage investment brand. Firedog refreshed the iconic Gresham House grasshopper, improving legibility, digital performance and visual consistency while preserving nearly two centuries of brand equity.

Gresham House is one of the UK's oldest asset management businesses, with a heritage dating back to 1857. The brand's longstanding grasshopper symbol carries significant equity and recognition, creating a unique challenge: modernise the identity without losing the character and trust built over generations. Working closely with the marketing team and a cross-functional steering committee, we refined the visual identity, evolved the brand system and developed comprehensive guidelines, templates and digital assets designed for a more contemporary communications landscape.

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Gresham House is an established brand yet had some legibility issues. Tasked with working out what to evolve, we created a brief for the creative process.
Gresham House is an established brand yet had some legibility issues. Tasked with working out what to evolve, we created a brief for the creative process.

We sought to retain the symbolism and heritage of the grasshopper while improving clarity, flexibility and visual impact.

Respecting heritage while preparing for the future

Few branding projects begin with almost 170 years of history. The existing Gresham House identity had evolved gradually over time but remained rooted in an etched illustration style. Fine lines, hatching and intricate detail created challenges across modern applications, particularly at small scales, in digital environments and within animated formats. Our objective was not reinvention. Instead, we sought to retain the symbolism and heritage of the grasshopper while improving clarity, flexibility and visual impact. We explored the origins of the brand, the story behind the grasshopper emblem and the role the identity had come to play within the wider perception of the business. Alongside this historical research, we studied financial services competitors and broader examples of animal-led branding to understand how heritage symbols are best adapted for contemporary audiences.

Refining an iconic symbol

The development process centred on extensive exploration of the grasshopper itself. We presented a broad range of creative routes, spanning faithful evolutionary updates through to more abstract interpretations. Different construction methodologies were tested, including line-based, fill-based and multi-colour approaches, each balancing distinct considerations around recognition, reproduction and character. Through multiple rounds of refinement, a clear direction emerged. The final symbol preserves the familiar silhouette and detail of the original mark while replacing fragile illustrative elements with a more robust vector structure. Carefully engineered positive and negative space creates clarity at every scale, improving legibility across print, digital and motion applications without sacrificing the heritage of the icon.

We started the process in black and white as a standard step in our creativity. It has to work with one colour first, before the subjective and illustrative nature of colour applies.
We started the process in black and white as a standard step in our creativity. It has to work with one colour first, before the subjective and illustrative nature of colour applies.
We provided a good deal of development stages. Collaboration with the client became a key development stage.
We provided a good deal of development stages. Collaboration with the client became a key development stage.
The new Gresham House logo features a bold symbol and clear typography.
The new Gresham House logo features a bold symbol and clear typography.
Using colour to create a lighter brand aesthetic. The dark blue anchors the more primary teal.
Using colour to create a lighter brand aesthetic. The dark blue anchors the more primary teal.

Creating a flexible identity system

With the symbol established, the project expanded into a broader visual identity programme. We developed a revised colour system, typographic controls and art direction principles to create greater consistency across communications. The resulting identity balances the authority expected of an established investment business with a stronger sense of modernity and distinction.

To support internal teams, we created presentation, literature, brochure and annual report templates alongside detailed brand guidelines covering every aspect of application. We also worked closely with web development partners, providing guidance for digital implementation, colour usage and infographic styling. The system was further extended into a dedicated sub-brand architecture for Gresham House Ventures, allowing the business to maintain a coherent master-brand relationship while establishing its own visual presence.

The branding works exceptionally well reversed out of a dark background - Especially for transmitted colour such as displays.
The branding works exceptionally well reversed out of a dark background - Especially for transmitted colour such as displays.
We provided Adobe Indesign literature style kits so that the internal publications teams could easily follow through with annual reports and other brochures.
We provided Adobe Indesign literature style kits so that the internal publications teams could easily follow through with annual reports and other brochures.
We provided a sub brand for Gresham House Ventures. The connection to the primary brand was of most importance - hence the simple change of colour and supporting business unit suffix.
We provided a sub brand for Gresham House Ventures. The connection to the primary brand was of most importance - hence the simple change of colour and supporting business unit suffix.

The system creates consistency at every touchpoint while providing a strong foundation for future growth

Building a brand designed for long-term stewardship

The project extended beyond a symbol refresh to create a more cohesive and enduring brand system. As the business has grown, the need for consistency across presentations, reports, digital channels and marketing communications became increasingly important. We developed a flexible framework that helps teams apply the brand confidently while maintaining a clear and recognisable visual identity. The result is a modernised brand platform built around the heritage grasshopper symbol, supported by refined typography, colour, templates and guidelines. Easy to adopt across teams and suppliers, the system creates consistency at every touchpoint while providing a strong foundation for future growth, specialist propositions and long-term brand stewardship.

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