Scholtysik & Partner: Rebranding of Harald Quandt
The branding agency Scholtysik & Partner is developing the new brand architecture and brand identity for the financial services providers of the Harald Quandt Group.
The Harald Quandt family is the pioneer of alternative asset classes and targeted wealth management in the family office in Germany. In September 2015, the Harald Quandt Group restructured its financial services providers into four brands:
The private equity and real estate business will be merged under the name HQ Capital. This will create a global, independent investment manager for alternative investments with current assets under management of more than USD 12 billion and ten locations in North America, Europe and Asia. The investment company Equita will become a subsidiary of HQ Capital and will operate under the name HQ Equita. HQ Trust is one of the oldest and largest independent multi-family offices in Germany. In addition to managing highly complex assets for private individuals, families and foundations, HQ Trust also advises institutional investors, pension funds and pension schemes. HQ Asset Servicing specializes in asset accounting as well as performance and risk analysis.
Brand architecture, positioning, naming and design
Together with the management and the owner, Scholtysik & Partner develops the brand architecture, the competitive positioning, the uniform naming system and a cross-company visual identity. The common Q-signet and the HQ name element emphasize the connection to the founding family Harald Quandt and are the unifying building blocks of the HQ brand family. The new brand identity of HQ Finanzdienstleister is internationally understandable, appears clear and straightforward and emphasizes the German origin and German quality standards in the Anglo-Saxon financial mainstream.
