With more than 50 years of experience, ERM is the world’s largest advisory firm focused solely on sustainability. Its 7000-strong global team of experts works with the world’s leading organisations to help them set clear sustainability targets, measure progress and operationalise strategy through deep implementation and business transformation.
ERM approached Pentagram as its original identity no longer reflected its dynamic, future-looking approach to helping some of the world’s biggest brands.
Pentagram was asked to create a modern, digital-first brand identity that reflects ERM’s unique point of difference, expressing its personality and reflecting its huge ambition for growth. The new identity also needed to connect with new audiences, especially at an executive level, as well as to attract more talent.
It was important for Pentagram to design a unified approach while still allowing for local identification, creating a global brand that also works on the ground in over 40 countries. The brand needed to prepare for growth, flexibility and adaptability.
ERM’s dynamic new symbol expresses the idea of transformation from a planetary perspective. The geometric design is inspired by energy-generating turbines and features lines within two concentric circles, indicating both macro and micro perspectives. It highlights the importance of every aspect of transformation in businesses towards a greener future.
The primary typeface used throughout the identity is Spezia by Luzi Type. A modern serif type which builds on the expertise and experience ERM brings, conveying a serious and yet warm editorial typographical style. The sophisticated wordmark was crafted from the contemporary typeface Afrika Sans by TrulyType. The identity is supported by the geometric sans Figtree by Erik D. Kennedy.
The sophisticated brand palette combines tones of greens with neutral colours, with vibrancy injected through the use of a bright and modern mint, in a modern and elegant way. The colours come from nature, clearly placing ERM within the ‘green’ space.
The identity system is also brought to life through a striking image treatment that is visually connected to the logo. The treatment abstracts imagery taken from nature through a refractive lens and breaks down the image’s tonal range into concentric patterns.
Pentagram has given ERM a new nature-inspired identity that’s equipped for growth, flexibility and adaptability, beautifully expressing the sustainability firm’s personality and bringing to life its unique offer.
