FT Live is the conference arm of the Financial Times. They required a new identity to promote themselves and following that  a rebrand of all their print, digital and event signage. As an important part of the FT commercial team, they  wanted more visibility externally so their stakeholders, sponsors and delegates could clearly identify with this area of the business.

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The challenge was to create an identity and application for FT Live that could also be used alongside the FT logo. Keeping the balance between the two logos to avoid any 'double branding' which would be confusing.

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The solution: The main FT Live logo will mainly be used internally so the team has a strong presence within the business. Externally, the logo is reduced to an endline on all event materials to avoid clashing with the FT logo which is the more recognisable brand of the two but still allowing FT Live some visibility.

 

This is executed by placing the endline within a pink strip in keeping with FT brand colours, positioned at the foot of all event materials.