McInroy & Wood, an investment management firm founded in 1986 and based in Scotland, has rolled out a new logo and updated brand identity created in partnership with Sparks Studio. The rebrand reflects the company’s aim to honor its heritage while giving its image a fresh, modern feel that fits today’s digital landscape.
The old logo had a traditional vibe, featuring a classic serif font that projected a formal, professional tone. Its simple emblem—interwoven lines forming a stylized “M”—highlighted the firm’s emphasis on reliability and tradition. The color scheme stuck to black and gray, reinforcing a conservative, understated look typical of many financial brands.
The new logo takes a more contemporary approach. It introduces a bold, geometric font with a nice balance of smooth curves and sharp angles. This gives the design a cleaner, more approachable feel while still maintaining a sense of professionalism. One standout feature is the redesigned ampersand (“&”), which now plays a key role in the logo. Instead of just a connector, it’s integrated seamlessly into the wordmark, symbolizing the firm’s focus on connection and collaboration. The ampersand’s curves blend harmoniously with the angular shapes of the surrounding letters, creating a cohesive, unified design.
The updated typography moves away from the rigidity of the old serif style, opting for a geometric look that feels both crisp and subtly refined. The letters have slight variations in stroke width, adding just enough character without making the design feel busy. The ampersand isn’t just a design detail—it anchors the logo, drawing the eye and reinforcing the firm’s identity.
Gone is the monochrome black-and-gray palette. In its place is a rich, warm terracotta tone that adds depth and warmth. This earthy hue feels modern but still connects to the company’s roots. Accents of green—”Wood Green”—introduce a natural contrast, creating a palette that feels fresh yet grounded. These colors aren’t random either; they’re inspired by the founders’ family names, adding a personal touch to the brand’s visual identity.
The structure of the logo has been refined. The old version had a horizontal layout, so the new design is more compact and vertically aligned. This tweak makes reading easier across digital platforms and scales well for different uses, whether on printed materials or mobile screens.
Another key shift is the removal of a standalone emblem. Instead, the focus is entirely on the typography, with the wordmark as the brand’s primary visual marker. This minimalist approach keeps the design clean and versatile, making the brand name the star of the show.
McInroy & Wood’s rebrand feels like a thoughtful evolution. It bridges the gap between the firm’s history and future, combining refined typography, a modern color palette, and meaningful design choices. The result is an identity confident in its legacy yet ready to connect with today’s audiences.
