Designing a new and distinctive brand in financial services

The Cannae logo story begins with the Battle of Cannae (216 BCE), a decisive victory for the Carthaginian general Hannibal Barca. Founder Dan Seymour chose the name while learning how the general crossed the Alps with elephants and became known for his unorthodox tactics against Rome. Our Design Director, Jim Keller, researched the story and looked at different elephants to ensure we worked with the right species. Jim’s attention to detail created an effective brand and got us thinking about the different poses for the symbolic elephant.

Researching elephants

Presenting concepts that reflect the values of Cannae
Cannae employs out-of-the-box thinking and admires the use of non-standard tactics in the pursuit of results. We explored themes that reflected these values.

Refinements based on client feedback
Cannae provided feedback—they preferred the “elephant” concept. The final artwork combines the “active” style of the second logo concept with the "strength" of the first concept.

Final artwork and standards for a new brand
After we completed the logo design, we provided the final artwork, color, and typography standards for the new brand to ensure professional standards are maintained through uniform usage and consistency. Then, we designed the new Cannae website, which provides details on the firm’s investment philosophy for investors and prospects.

Winner: 2024 American Design Award. Visit the new website at https://www.cannaellc.com