Our rebrand for Finsbury Trust was an exercise in refinement rather than reinvention. The goal was to respect the legacy of the existing identity while elevating it for a modern era.

When auditing Finsbury’s existing brand assets, it became clear that their most distinctive element was the logo lockup, which paired a wordmark with an overlaid script F, the “Finsbury F” as we came to call it. We saw potential in this detail, not just as part of a logo, but as a symbol in its own right. By separating it from its old context and redrawing it, we transformed the Finsbury F into a new mark that has gone on to function as a cornerstone of the identity.

From this foundation, we created a supporting logotype and evolved the colour palette to stay sympathetic to what came before while adding vibrance and sophistication. The wider identity system, including typography, photography and design language, was then built around these elements to ensure consistency and clarity across all brand expressions.

In September 2025, Finsbury Trust inaugurated Finsbury House and unveiled its refreshed identity. With a brand that now reflects its ambition, carries forward its heritage, and looks to the future, the firm is well positioned to build on more than four decades of success.