Visually, inspiration was drawn from the contained yet multifaceted images of a kaleidoscope with its limitless choice for creative interpretation.
The new brand creates brand distinction within the broader RMI and RMH portfolios, whilst retaining the proud association with the wider group. The colour palette of blue and clay creates a balance between the notion of stability and growth. The dark blue represents consistency and tradition coupled with the clay colour depicting creativity, potential and basic values.
The distinctive shapes of the circular icon in the new identity are collectively called the “Kaleido”. It speaks of RMI’s ability to see opportunities that at first seem ordinary or obvious in a way that makes it extraordinary and to act as a catalyst to challenge and inspire empowered executive teams.
Each person looking into a kaleidoscope will see something different, and any slight movement of the instrument will change the picture and perspective. This invites ever new, changing and creative ways of thinking and seeing.
This outlook is characteristic of RMI’s business approach and reinforced by the symbolism of the “Kaleido”.