In 2025, our financial services client, Carne Group, is celebrating 21 years in business. They asked us to create a logotype for the occasion.
Rather than simply designing an anniversary logo, we developed a concept that serves both as a commemorative symbol and a campaign device.
Our idea, an ampersand crafted from the numerals “2” and “1,” symbolises the power of partnerships. The ampersand became the foundation of a year-long campaign, allowing us to extend it into attention-grabbing messaging across multiple applications – even custom party bunting with 21 messages!
This approach provided great value for our client, as we were able to extend the concept wider and with efficiency within their budget.
More than just a visual element, the ampersand embodies Carne’s core ethos: that great partnerships unlock great possibilities, reflecting the company’s values and long-standing commitment to collaboration and success.
We collaborated with super-talented lettering artist Dan Forster to craft the final ampersand. Here's a selection of early sketched developments.
What our client said of the work: “First class thought and execution – as always.”
-
See more work for Carne Group.
