Musa Captital wanted to give their brand a facelift starting with their Corporate Identity.
In their original logo Musa also had a tree as their icon. They wanted to keep a tree in the logo but we felt that the tree needed more meaning than just a metaphor for growth. Our research proved trees and their symbolism are truly magnificent.
Trees symbolise knowledge, wisdom and strength. These juggernauts are an icon of positive growth rooted in the rich soil of the earth. In many cultures, trees have traditionally been planted in honour of an accomplishment or an important rite of passage such as a graduation, wedding, retirement or the birth of a child.
These milestones in one’s life are also the desired objectives of investing, i.e.: to save for major life events so they can be made possible.
We took it one step further and also looked at the rings of trees, their symbolism and how they come about. Dendrochronology is the dating and study of annual rings in trees. Defined more literally, this means “the study of time using the growth rings of trees”. Many trees make one growth ring each year, with the newest adjacent to the bark. For the entire period of a tree’s life, a year-by-year record or ring pattern is formed that reflects the way in which the tree grew. This means that the rings inside a tree symbolise how much the tree is expanding and growing over time. These rings symbolise the maturity, progress, shape and unique identity of the tree as it grows. These progressive rings are much like an investment that takes shape over time, maturing into a pertinent asset.
Our findings became key elements in our conceptualization and designs.