Case Study: Smith & Williamson refreshes its brand identity with Bell

Smith & Williamson refreshes a 1881-founded brand with Bell

Smith & Williamson, a long-established global financial services firm, faced the challenge of refreshing its prestigious but outdated brand identity to function effectively across modern digital and print channels. They engaged the vendor Bell to update their brand identity and communication guidelines.

Bell developed a sensitive evolution of the brand, successfully gaining board approval to subtly update the logo while preserving its heritage. The solution included a new stacked logo format, an expanded color palette, and updated typography to ensure versatility online and in print. Bell made the ampersand a key brand element for increased recognition and provided simple, flexible design guidelines for global implementation.

Smith & Williamson