Carson Rebrand 2019
A firm that’s dedicated to making the complex simple deserves a brand system that’s simple, instantly recognizable and full of energy.
A Brand That Represents Us
Carson serves two audiences – investors through Carson Wealth, and advisors through Carson Partners – so we started looking for a mark that represents where our two audiences intersect.
- Carson serves two audiences – investors through Carson Wealth, and advisors through Carson Partners – so we started looking for a mark that represents where our two audiences intersect.
- The bottom half points down, representing how Carson comes underneath our Partners to help them serve investors, supporting our advisors and giving them a safety net so they are free to serve their clients.
- Carson lives where those two audiences overlap – providing the best experience for advisors, so they can provide the best experience for investors. Supporting our family of advisors so they can support the families they serve across the country.
Just "Carson"
Our primary brand has been called Carson Group for a long time. Last year we started asking around and found out that most people just call us “Carson,” and we liked the sound of that. Now that Carson umbrella covers every aspect of our business – Carson Coaching, Carson Wealth and Carson Partners.
The Colors of Carson
Our new brand colors represent three distinct parts of our brand, as well as our personality as a company:
Blue
Innovative
Our Partners know that stagnation is the enemy, so we are constantly poised, ready to provide the next great innovation to investors.
Gold
Service-minded
This is the same gold colors used in the previous Carson Wealth logo, and it represents the firm foundation we have built by serving investors’ needs for decades.
Green
Energetic
The best advisors are always looking for ways to serve their clients better, make their operations more efficient, and market their firm better. It’s like they never sleep.
The New Brand
Our New Brand System is Comprised of Seven Elements:
Logos
Our logo represents the way we strive to provide a single pane of glass where our audiences merge to receive the best experience available to both investors and advisors.
Logos of Sub-Brands
Logos In Use
Color
A clean color pallette tied together with a strong navy draws on the colors of Carson’s past as well as setting the course for our future.
Carson Group
Primary, Secondary & Gray Colors
Primary & Secondary Colors of Sub-Brands
Typeface
Our dominant typeface is Helvetica Neue, which presents a new twist on the most popular font in the world, Helvetica.
Composition
Graphic Elements
Graphic Elements
Miscellaneous Graphics
Graphic Elements
Patterns
Graphic Elements
Graphs & Charts
Photography
Clear, bright, familiar photography conveys the hope we offer investors and advisors alike. Our imagery will communicate the value we place on individuals, diversity, and relationships.
Brand Voice
We engage our audiences with our brand voice, adopting these attributes across each medium to create a unified, consistent message.
We are thought leaders. Experts. Masters of our craft.
We know we’ve been there before, so we leave the bragging to others.
We use engaging, thought-provoking language.
We meet everyone at their level – and value the entire audience.
We create an audience that is ready and willing to take action.
We are clear on our value and never trick, manipulate or confuse.
We push the envelope and engage a modern audience.
We stay inclusive and recognize our strengths with humility.
We are focused on originality and improved experiences.
We avoid audience confusion at the cost of our own egos.
We use language and design that are accessible to our intended audience.
We find new approaches while remaining clear and concise.