RBC GAM, Truly a Global Asset Management Firm
Overdrive was commissioned in 2015 to update the RBC GAM visual identity, to better reflect GAM's global stature in the investment arena. The project consisted of a full revision of RBC GAM’s printed and screen materials, revisiting the palette, typography, photography, layout of print materials, charts, tables, and other miscellaneous items. It was an enormous undertaking. Our challenge was to create a comprehensive brand standards manual that could be used internally at RBC GAM as well as by their contractors that would speak to GAM’s design wish-list.
The GAM in-house team was looking for a very contemporary, open and visually engaging solution, but knew they needed to keep the RBC brand primary palette central to the application. We were able to resolve these needs through a refreshed blue and gold palette, bigger and bolder typefaces to reinforce the sense of leadership, beautiful open images that feature a more editorial and conceptual approach, and more white space in layouts.
Brand Standards: guidelines for logo, colour, typography, layout, photography, charts, tables, misc.
Overdrive Design: Creative and Art Direction