A merging of capabilities and culture
Addison was honored to help Federated Investors establish a new brand after its acquisition of London-based Hermes Investment Management. The new name and visual identity, as well as a launch website, reflected the global reach and powerful capabilities of the combined firm and introduced its positioning as a global leader in active, responsible investing.
The upward expansion of the beacon element in the new logo suggests growth, while the tips are a heritage reference to the wings of the former Federated and Hermes logos.
Each element in our design system contributes to the unique look and feel of communications for the new Federated Hermes brand.