CHALLENGE

General Finance is a New Zealand, owned and operated finance company, and a wholly owned subsidiary of General Capital Limited, an NZX-listed financial services group. Both businesses required a refreshed identity that would unify them under one clear and confident presence. The goal was to strengthen their market position, connect more deeply with investors and borrowers, and create a distinctive visual identity that would stand out in a crowded financial sector.

APPROACH

A key part of the brief was to integrate the colours red, white and blue into both the symbol and wordmark, expressing a proud connection to New Zealand while evoking trust, stability and ambition. At the heart of the new identity sits a refined interpretation of the New Zealand fern, with three fronds converging to form a globe. This emblem captures the strength of local roots and a global outlook, symbolising growth, connection and integrity. The surrounding design system uses a sophisticated palette of regal blue, rich red, azure blue, white and silver, paired with clean typography and balanced composition to create a modern and authoritative feel.

RESULT

The new brand unifies General Finance and General Capital under a single, distinctly New Zealand identity. It projects clarity, strength and credibility across all platforms, from web and investor reports to advertising and communications, reinforcing both businesses’ reputation for integrity and reliability.

KEY TAKEAWAY

By weaving red, white and blue through both the mark and wordmark, the identity honours New Zealand heritage while signalling confidence and ambition for the future, positioning General Finance and General Capital as trusted leaders in financial services.

Visit https://generalfinance.co.nz/

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