New brand strategy and visual identity in order to better communicate a tightened business strategy
A shortened name, a new logo and a new corporate identity that lead the way for all internal and external communications
Futureproof strategy and brand identity
Pension administration and investment management: these are MN’s core activities. Nearly two million Dutch nationals are supplied by MN with a comprehensible and affordable pension scheme.
Society these days holds pension administrators and investment managers under a magnifying glass. It’s essential for financials to be stable and trustworthy and at the same time communicate about the future in an open and honest way. MN is well aware of this and chose Edenspiekermann to help develop a new brand strategy that ties in closely with their recently updated business strategy. In the past year we helped focus MN’s mission, vision and communications strategy and helped formulate clear communications targets for the near future. The brand values were redefined: ‘pure’, ‘passionate’ and ‘performance’. Since MN was often perceived to be merely an executive body, we took the ‘Services’ part out of the name. Mn Services became short and sweet: MN.
It was a great experience to see how the design process contributed to bring the core brand values to the surface. With its strong monogram and renewed corporate identity, MN is ready for the future in a rapidly evolving society. Cecile Willems, Manager Marketing & Communications MN
Protect and support
A new name often boils down to a new logo. Together with Spanish designer Rocío Martinavarro we developed a strong and very recognisable monogram. The arch of the N symbolises protection and the arch of the M stands for support. The arches together form a cycle; the life cycle of people who pay and receive pension contributions. The cycle was kept open in order to give it breathing space.
The new corporate identity of MN depicts the desired identity by combining businesslike, professional colours and images with warm and earthy color tones in photography, and subtle gradients that connect shapes and typography.
Find out more about our bespoke MN signage solution