Meritt is a new name and brand for a small, but successful private investment banking business with a growing balance sheet.
The name Meritt expresses key qualities of the brand; high standards, successful outcomes, integrity and credibility. The two ‘t’s’ create a distinctive and more memorable treatment, inferring a proper noun without losing the implied meaning of the word.
Reliability, substance and straight up were the foundations on which the company was built. These qualities are expressed as simple shapes which form the elements of the Meritt word mark, creating a characterful and distinctive logo and the basis for an extended graphic system for the future.