Asset management specialists AM Compliance contacted us to ask us to create a new brand and provide them with supporting stationery. It was essential for us to design a brand that conveys the high standards to which they operate for their clients. We instantly knew that we wanted to use a, more traditional, serif font, to suggest steadfastness and reliability. However, we also wanted to design a more contemporary layout for the logo using the company initials with serif letters without making the logo itself superfluously modern. The final logo is one which represents the symbiotic relationship between AM Compliance, their clients and the global regulatory requirements by which the industry is governed. The end result symbolically demonstrates their integrity and loyalty, both to industry and client.