Johnson Investment Counsel has, over its 50+-year history, grown to become one of the region’s leading independent financial advisory firms, expanding from one office in Cincinnati to six offices across Ohio and Michigan, serving clients across the U.S.
The firm needed a brand to reflect the decades of growth and change it has experienced, while remaining true to Johnson Investment Counsel’s core principles of honesty, integrity, and transparency. The firm’s client-centered, service-based approach traces its roots to Tim Johnson, whose work as a finance professor led him to share his love and knowledge of growing wealth with students before founding Johnson Investment Counsel. This enduring culture needed to be reflected while updating key elements of the brand’s look, feel, and messaging.
We were inspired by the firm’s legacy of helping generations grow wealth across uncertain times, always taking the long view to help clients build prosperity that endures. We wanted to build a brand that reflected the compelling history of Johnson Investment Counsel and the firm’s remarkable focus on unparalleled client service.
Visually, the brand refresh includes a new logo, updated colors, revised typefaces and design updates to Johnson’s offices. The brand features a warm, inviting color palette and design elements that reflect the nature of the firm’s approach. The logo and the visuals that stem from it were inspired by the collaborative approach JIC takes as a team, using knowledge and expertise from employees across their divisions to provide a wholistic, integrated offering for their clients.
The new brand showcases who Johnson is verbally, conveying an authentic tone of voice that also helps reflect the way its people work with clients. All this is supported by a new brand architecture that provides a better description of how it serves clients across four divisions and offices across the region.