With Allegro being in a volatile industry that also has a lot to say to many different audiences, the brand package and platform needed to be versatile, fluid, and forgiving when playing out especially in their software and website. The first recommendation was to make everything more straightforward and easy to understand. A more simplistic approach was taken to their logo by dropping the word Development and adding the descriptor “Commodity Management.” Also a logomark was designed to support the type as a graphic that represents an “oculus” – alluding to their software allowing the users to see into the industry and its trends to make educated decisions in trading. The complete identity toolkit provided an in-depth style guide complete with iconography libraries and imagery guidelines as well as stationery systems and advertising templates.

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