Brand refresh and comprehensive guidelines


Thornburg, a Sante Fe-based investment management firm, sought to refresh its logo and develop a new visual brand identity for its entire suite of marketing materials.


Interviews with senior leadership, portfolio management and internal marketing/communications identified and isolated the brand attributes the client wished to promote in the marketplace.


The simplified and refreshed logo retained the “thinking outside the box” characteristic that differentiates Thornburg from its peers. It presented a more contemporary and utilitarian look and feel that combined effectively with the newly developed visual vocabulary that stressed its New Mexico/not-on-Wall Street attitude. The graphic standards guide that was created for each of its marketing collateral components enabled its internal design department to execute efficiently and on brand going forward.