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STA100 Names VSA’s Northern Trust Brand Identity as Winner


VSA is excited to announce that our identity work for financial institution Northern Trust has been honored on the STA100 Award list. The branding project, which was accompanied by a full suite of refreshed marketing efforts, embodies Northern Trust’s commitment to a modern forward-thinking global outlook and provides a refreshed brand perspective.

As one of the financial industry’s strongest institutions, Northern Trust serves some of the world’s most affluent individuals and companies in wealth and asset management. However, the company needed to vocalize its perspective to increase its global client base.

VSA learned that while the brand ranked high for both trust and delivering high-touch personalized service, it needed to make a stronger global impression. This meant that Northern Trust needed to refresh its identity to attract new clientele without alienating its core.

The new brand system reimagines the historically iconic Northern Trust anchor logo by eliminating complexities for easier recognition and simpler translation across applications. Additionally, we darkened the signature green to reinforce brand equity and project this re-energized perspective. The new brand expression is grounded by the tagline “Achieve Greater”, which also serves to unify a full suite of marketing efforts.

This identity enables Northern Trust to tell more meaningful stories, demonstrate deeper expertise and showcase a more globally-focused outlook. It has been applied for both internal and external purposes, and has helped Northern Trust better vocalize the breadth and depth of it services.

To view the complete list of STA100 winners, click here.