CIT Group Plc wanted to change the way they present themselves to employees and investors. This was also a real opportunity to distinguish and distance themselves from CIT Group in the US, plus move away from their ‘glossy’ brand which had been in vogue during the boom times.
The brief was to present themselves as well-funded, hard working and experienced business, with a strong track record of success.
At the heart of the new brand is the logo. The icon is created from a circular multi-faceted and dynamic roundel, which demonstrates unity and reflects that CIT are a truly global organisation. The roundel also indicates that CIT are evolving – they have ambitions to build a bigger platform and entity, it’s not necessarily all about real estate but expansion into other areas in the future.
Visual identity guidelines were created to define the new brand, communicate the key messages and establish the consistent look and feel of all internal and external communications.
The launch of the visual brand coincided with the refurbishment of their offices and Living has rolled-out the new brand to a wide range of marketing collateral from stationery and presentations, through to the website.
CIT has gone on to establish itself as an active market player, which has subsequently lead to several new opportunities and increased their credibility as a partner and fundraiser in other competitive situations.