FutureBrand rebrands Elwan, a global infrastructure and development firm
19 January 2010
The rebrand of Infrastructure Capital Group (ICG), created by FutureBrand was unveiled on 12 January 2010. The international development and infrastructure firm, now known as Elwan, a return to the name of the company Ibrahim Mohamed Elwan founded in Cairo in 1922, Elwan & Partners. The family name strengthens the philosophy and values that unite Elwan’s business divisions and highlights the company’s boutique orientation.
The rebranding work spanned strategy, design and implementation. The new logo consists of a stylized “e” with a spiral motif and a wordmark created from a custom, fashion inspired typeface. An elegant secondary graphic system, comprising overlapping colors accentuated with refined, clean lines was then applied to a range of collateral and the corporate website.
FutureBrand also created the website for the company’s largest subsidiary Tanqia FZC (www.tanqia.com) – the first provider of public wastewater services in the UAE – whose digital presence compliments Elwan’s while it retains a distinct identity.
William Shintani, Executive Director & Head of Operations of FutureBrand Dubai stated, “We are delighted to have advanced this brand by remaining true to the essential principles of the Elwan family — economics, excellence, equity, environmental stewardship and entrepreneurial spirit. It is a great example of how we help well-established companies strengthen their brand.”
FutureBrand (www.futurebrand.com), part of the Interpublic Group of Companies, Inc. (NYSE: IPG – News), is a leading brand consultancy within IPG that commands a global presence spanning 25 major cities around the world. Partnering with the world’s leading companies, FutureBrand helps its clients to develop profitable brands both today and into the future. Offering a full range of services from consumer branding and corporate identity, to brand identity, brand management and beyond, FutureBrand works with clients to measure and increase brand value, define breakthrough brand strategies and create powerful brand experiences. Clients include ArcelorMittal, P&G, Microsoft, Dubai World, Intel, Barclays Premier, Nokia, Nestle, MasterCard, UPS, and Unilever.