Magellan

THE PROCESS

We leaned into Magellan’s legacy - the blue, the North Star, and the name – and reimagined them with a fresher palette, a more confident symbol, and a modern wordmark. A refreshed blue now plays a dominant role for Magellan Investment Partners, feeling both trusted and forward-thinking. This is supported by a palette of deep green, off-whites, mints, greys and a smart, timeless, lead serif typeface. The North Star has also been recrafted as a powerful mark of distinction, inspired by seals and stamps, and is applied across communications as a signal of quality, authenticity, and authority.

Magellan’s focus on content, also informed the creative strategy, introducing a new viewfinder device – a graphic motif symbolising a lens and insight – combined with a modular layout system, these graphics draw attention to key ideas and messaging.

Bespoke conceptual illustrations replace generic financial imagery to bring key brand propositions to life, such as the collective power of specialisation, unearthing opportunities, and delivering tailored solutions. Isometric graphics are also part of the toolkit to reinforce a point of view and detailed perspectives. All these devices allowing the brand to act more like a publisher, delivering valuable thought leadership in a visually distinctive way.

The brand comes to life across all touchpoints, from digital platforms including websites, social channels, podcasts and email signatures, to brochures, fact sheets and events. The refresh also extends to merchandise and internal communications, reinforcing cultural alignment with the brand’s vision.

MFG’s expression is the masterbrand design system. Serving its high-level audience of shareholders, strategic partners, talent and media, the North Star functions as a confident mark of distinction, applied across all communications as a signal of quality and authenticity, whether as a free range application, or within a confident wordmark and logo lock-up.

While the viewfinder device, isometric illustrations and serif typeface are part of the masterbrand language that is shared between MFG and Magellan Investment Partners, the lead colour for MFG is the deep forest green, signalling a premium and established feel. A bespoke illustration style has also been created for MFG. Here, simple, bold geometric shapes metaphorically bring to life key brand messages such as partnership, innovation, and a dynamic group. 

THE OUTCOME

The rebrand is more than a new logo; it's a clear signal of a new era. Our robust and adaptable design system, rooted in Magellan’s legacy, creates a coherent visual story across all markets, products and channels. This powerful evolution has been met with excitement and pride by employees, enhancing the brand’s global presence and market influence.

Magellan, a global financial services and investment management business, undertook a significant strategic brand review. As one of Australia's most well-known investment providers, the task was to formalise its group brand position and strengthen its key investment management and product brands.

Under a new brand architecture, MFG now serves as an umbrella for a collective of specialist financial services and investment management businesses, with Magellan Investment Partners established as a new investment management distribution platform.

Our challenge was two-fold: evolve a respected brand with strong equity into a more contemporary and engaging identity that signals a new era and enhances market influence, and create a masterbrand design system capable of connecting the corporate group, the new distribution platform, and its portfolio of distinct product offerings, while enabling each to own a specific market presence and engage with relevant audiences, from investors and advisers to shareholders and talent.

SERVICES
Brand Identity
Brand Architecture
Logo 
System Design
Templates
Component Design
Art Direction
Style Guide
Dual Branding

ILLUSTRATOR – MIP
Ibrahim Rayintakath

ILLUSTRATOR – MFG
Karan Singh

THE PROCESS

We leaned into Magellan’s legacy - the blue, the North Star, and the name – and reimagined them with a fresher palette, a more confident symbol, and a modern wordmark. A refreshed blue now plays a dominant role for Magellan Investment Partners, feeling both trusted and forward-thinking. This is supported by a palette of deep green, off-whites, mints, greys and a smart, timeless, lead serif typeface. The North Star has also been recrafted as a powerful mark of distinction, inspired by seals and stamps, and is applied across communications as a signal of quality, authenticity, and authority.

Magellan’s focus on content, also informed the creative strategy, introducing a new viewfinder device – a graphic motif symbolising a lens and insight – combined with a modular layout system, these graphics draw attention to key ideas and messaging.

Bespoke conceptual illustrations replace generic financial imagery to bring key brand propositions to life, such as the collective power of specialisation, unearthing opportunities, and delivering tailored solutions. Isometric graphics are also part of the toolkit to reinforce a point of view and detailed perspectives. All these devices allowing the brand to act more like a publisher, delivering valuable thought leadership in a visually distinctive way.

The brand comes to life across all touchpoints, from digital platforms including websites, social channels, podcasts and email signatures, to brochures, fact sheets and events. The refresh also extends to merchandise and internal communications, reinforcing cultural alignment with the brand’s vision.