The Federal Reserve: Payments Branding and Booth Design
The Federal Reserve Financial Services found that its brand identity had become out of alignment with its purpose as it added services from an increasing number of Federal Reserve organizations. At the same time, the Fed had undertaken its Payments Improvement initiative, providing yet another brand name and logo under the FRFS umbrella. The result was market confusion with attendees at trade shows, for instance, asking whether Fed Financial Services was the Fed.
Canright helped sort out and catalog the various brand identities and logos, beginning with a presentation called, “The Federal Reserve Financial Services Branding Challenge.” The presentation deck:
- Outlined the problem
- Suggested a branding framework
- Presented initial logo and design options
One result was a new logo to unite all the services, initiatives, and brands marketed within Fed Financial Services under a single umbrella logo:
The Canright team then focused on copy and graphics for two new trade-show booths. Photos of the large booth follow.
