Swann Group

Swann Group today announces the launch of its new brand positioning and visual identity for companies Swann and Cygnet, conceived and created by independent strategic brand consultancy Brandpie.

In an increasingly digital world, the importance of personal service and relationships is often overlooked. With its 27-year reputation of leadership in the mining industry, Swann is known for its diverse specialist teams, bringing different perspectives and custom solutions to clients’ unique leadership challenges.

Swann’s new core positioning reflects the organization’s focus on partnering with clients as strategic advisors, providing insight, advice and tailored leadership solutions to address the industry’s ever-increasing complexity.

With ambitions to grow, Swann created a new brand called Cygnet within its portfolio to penetrate new areas of the market. Cygnet focuses on professional search and selection to build high performing teams that maximize value, essentially: the people who are critical for everyday, on site, mining operations. This requires an agile and proactive data-driven approach to recruitment, a proposition that sits at Cygnet’s heart and sets it apart from Swann.

Brand unity

To visually unite Swann and Cygnet, the organization also needed a brand architecture and identity solution. Working closely with the leadership team, Brandpie designed a ‘digital first’ swan symbol; a much simplified and modernized expression of its existing symbol and one that imbues precision, dynamism and personability.

As Swann is a global executive search and advisory firm focused specifically on mining, it was particularly important to reflect ‘precision’ in the symbol. This was achieved by chamfering the terminals of the key-lines of the head and the wings to a sharp point. Dynamism was conveyed in the direction of the wings of the symbol; drawn pointing upwards at 45 degrees, suggestive of growth and positivity. Personability was reflected in the soft curves of the head and neck and the rounded terminals on the base of the wings.

To create a familial feel between Swann Group brands, Brandpie created individual wordmarks. Each letter of ‘Swann’ and ‘Cygnet’ has been carefully crafted to reflect the characteristics of the new digital swan symbol, creating distinctive wordmarks that imbue Swann Group’s brand values while also providing scope for the visual identity to reflect the personality of each individual business. The creative redesign includes an entirely new logo and wordmarks, updated typography, and a fresh colour palette.

Purpose-driven strategy

Collectively, Brandpie’s new brand positioning and creative execution for Swann and Cygnet forms a comprehensive and compelling strategy designed to ensure that the organization continues to express its passion and single purpose, to help the natural resources and industrial sectors thrive and grow.

Lorraine Meldrum, Group CEO, says: “We compete against the best-known brands in global executive search, so it's important we demonstrate our scale and professionalism in every interaction we have with clients and candidates.

"Brandpie really got under the skin of our business, coming up with forward-thinking ideas that immediately challenged and impressed us. Their designs have helped to position us for future growth while remaining respectful of our 27-year history; articulating our position as sector specialists who work in partnership with our clients, and refreshing the Swann brand and our newly launched Cygnet sister brand with a modern, distinctive look and feel. We're proud of our new visual identity and excited about sharing it with our clients and candidates.”

Pip Llewellin, Creative Partner at Brandpie, says, “Working with the team at Swann Group has been a rewarding journey. We helped them inject elegance and simplicity into an established brand and create a fit for purpose sibling brand, both designed to resonate with their target audiences and help the business position itself for future growth.”

-- Ends --

About Brandpie:

Brandpie is an independent strategic brand consultancy, specializing in purpose driven ideas that transform businesses, cultures and brands.

Established in 2008, Brandpie works with organizations large and small, from multi-nationals to start-ups, aligning leadership teams, building strong cultures, delivering powerful campaigns, all to create great brands.

Brandpie was listed by the FT as a Leading Management Consultancy in 2018, 2019 and 2020 for branding; and on The Drum’s Top 100 Independent Agencies 2018 and 2019.

For more information please contact Red Setter PR (01273 260111)

Carrie Ellis: carrie.ellis@redsetteragency.com
Vicky Stoakes: vicky.stoakes@redsetteragency.com