In simple terms, there is usually a difference between company and brand.  The company refers to the organization whereas brand refers to the image and ‘personality’ a company applies to its products and services.  Some company brands will derive their name from their founders.  Bang & Olufsen, for example, you may think of a high-quality consumer electronics product.  The brand and company name comes from the names of its founders, Peter Bang and Svend Olufsen, who met at a school of engineering in Denmark.  IKEA, a composite of the first letters in the Swedish founder Ingvar Kamprad’s name in addition to the first letters of the names of the property and the village in which he grew up, Ingvar Kamprad Elmtaryd Agunnaryd.  On the other hand, BMW, the German car manufacturer and brand actually means Bayerische Motoren Werke, or if you’re an English speaker, Bavarian Motor Works.

A brand name can reinforce your difference from competitors and can help to encourage customer loyalty.  But developing a lasting brand involves a lot more than simply redesigning a logo.  Famous brands such as Sony, Amazon, Nike, Microsoft or Disney are also the names of the companies.  In retail banking, for example, BBVA (Banco Bilbao Vizcaya Argentaria) is the Spanish banking group formed in 1999 from the merger of Banco Bilbao Vizcaya and Argentaria.

Companies will spend millions on marketing, with even the tiniest details of their brand and how the brand is articulated are carefully considered.  The font, size, colour, images, slogans, tag line, the company is often referred to by its brand, and they become one and the same.  The two can blend into each other.

Everything your business does is linked to your brand in the eyes of the client.  This includes the way your people conduct business, how they deal with clients, present documents, even how they dress and behave.  For Edgar, Dunn & Company, 2018 is a significant milestone.  It is our 40th anniversary.  In 1978, Jim Edgar, Peter Dunn, and Todd Conover founded Edgar, Dunn & Conover in San Francisco, California.  Their objective was to create a consulting company that held to its values of integrity, trust, quality, unique insights and positive results.

Edgar, Dunn & Company (EDC) is continuing to be an independent and global strategy consulting firm specialising in payments and digital financial services.  Throughout 2018, we will be communicating our brand to our team and clients and explaining why and how we arrived at the brand identity.  We appreciate the importance in supporting our brand and its values it represents.  To celebrate our 40th anniversary we will be promoting a new and revised brand through a marketing campaign that includes press releases, advertising, client events and various marketing communications throughout 2018.

Our evolving brand over the last 40 years

Edgar, Dunn & Conover, as we were known in 1978 to the early 1980’s didn’t really have a brand identity or company logo as we do today.  One of the early partners thought we needed a logo but no one really took the initiative to select some options.  So that partner sat down with a book of patterns and picked the one with the downward pointing chevrons.  It looked fine so we agreed it would serve its purpose.  Over the years many people asked us what the ‘message’ of the logo was.  The truth was there was no message, it was just a randomly selected pattern.  In the 1980’s we switched to right-pointing chevrons as there was some logic in that right-pointing that seemed to imply looking forward.


Company logo from 1990’s until 2017

These right-pointing chevrons, or as they are sometimes referred to as, a shoal of swimming fish, have been part of the EDC brand identity for over 30 years.  Why nine chevrons?  Numerologists are known to say the number nine is a symbol of wisdom and good leadership.  This nicely mirrors the fact we are perceived by our clients as independent trusted advisors.  As we consistently deliver to our clients with integrity, trust, quality, unique insights and positive results and we will consistently communicate through our brand identity.

2018: 40th anniversary company logo

Our updated brand logo and tag line continues to reflect our heritage, it builds upon our principles of client service to provide deep expertise that enhances our clients’ perspectives and deliver actionable advice that enables our clients to create measurable, sustainable change in their organisations.  Our company brand acknowledges we have been in the business for 40 years consistently providing strategic payments consulting.  We hope you like our company logo and what it stands for.