“To enable a common individual to attain comprehensive control over all aspects of his/her financial life, hence build and achieve his/her goals over a life time.”

“To be a global leader for the financial transformation of a common man’s life.”

Comprehensiveness, Simplicity, Dependability, Growth, Security, Innovation, Long term association, Uniqueness, Knowledge, Integrity.

Based on brief, the brand ‘Innovage’ needs to communicate the following: Financial growth, Assistance in financial planning, Dependability, Security, Integrity. Apart from these, the logo needs to connect to the common man, and imply simplicity.

Common Man looking for financial planning.

The ‘I’ of Innovage in the centre, with the upward turned hands suggest financial assistance. The ‘I’ also has a suggestion of a common man. The dot of the ‘I’ doubles up as a coin. The ‘I’ suggesting innovage is the centre from where emanates the tree of financial growth, suggesting that Innovage leads you to financial growth. The tree, an eternal symbol of dependability, safety and security, lends these qualities to the logo. The tree also suggests a long term association by virtue of its ability to stand and grow for years. Further the tree has always been a symbol of knowledge in our culture.

The font has been chosen for its modern yet clean look. It brings forth the no-nonsense attitude required for a finance company. The font though modern has a sense of dependability to it.

The use of green emphasises the concept of growth and the corporate brown and grey are serious and in sync with the image of dependability, integrity and security.