Cardiff-based specialist finance group Y3S has unveiled its latest brand identity,overhauling it for the first time since 2007. 

The firm used brand specialist and long-term partner Bluegg Creative to update the organisation’s image.

“Last summer we began talking to Bluegg about a simple design brief: make our brand look like its been fitted out with a finely tailored suit,” explained Matt Cottle, Joint CEO of Y3S.

“We have an enjoyable working environment and we don’t take ourselves too seriously which comes through in how we present ourselves.  We act more like a start-up than a 14 year-old finance business, but nevertheless, the firm has grown up and we wanted to reflect our coming of age, albeit without losing our sense of fun.  The new logo concentrates on the Y with its three points representing us, the lender and the most important aspect being the intermediary, highlighted in a lighter blue and joining the relationship at the median point.

“We’ve worked with the team at Bluegg almost since our inception and I’ve personally known Tom and Mike [Bluegg’s creative directors] for 30 years, so instinctively we all know what we’re looking to achieve and how to get there very quickly.  They’re a seriously safe pair of hands.”

Tom Lloyd, creative director at Bluegg, said: “There’s rarely a dull moment with Y3S; we’ve always loved working with them because they value their brand identity and approach it with very open minds. They know how to evolve their image just enough to make a big impact and drive things forward, but not to the detriment of what they’ve already built.

“For the current evolution, Bluegg focussed on the firm’s brand values of speed of service, fairness, compliance and their love of a good challenge. The idea was to bring all of these elements into constant visibility for the staff in a vibrant environment true to their origins. Y3S are pleased with the result and therefore so are we.”