Established in 1952 in London, Locumsgroup originated as a publishing company, founded to assist Australian Medical and Dental Practitioners with their financial affairs while working overseas. During our establishment, we cultivated a set of core services and an overarching approach that have and continue to form our company’s value and purpose. While many of our processes, technologies and offerings have evolved with the world, our approach has remained consistent – evident in our brand logo.
To remain current over these past 70 years, our visual identity has seen a number of iterations. Consistent across brand logos are four circles, representative of three key business services Locumsgroup specialise in: Tax & Accounting, Financial Advice and Mortgage & Lendings. The final orange circle is the strategy which brings everything together – symbolising our commitment to these services and our dedication to help all clients secure a strong financial future.
The initial 2005 logo incorporated blue and teal colours that are frequently found in clinical and medical brands. Combined with the mustard tone, this punctuated and energised the repeating dot motif while also resembling punctuation and keys on a keyboard. Our next iteration moved away from mustard and adopted a bright orange – a visual exclamation mark. This version was then refined in 2008 to a two colour version with a weighted and more graphic font, reflecting the shift in customer base to a broader and more general financial services audience.
Our current logo is a modern continuation of who we are, with the latest being a stacked version for digital placements. The distinctive circles are still present and adopt a refined palette of warm charcoal and a decisive orange to demonstrate our professionalism and enthusiasm for what we do.
While our business continues to evolve in terms of technology, capability and knowledge, which will no doubt be reflected in our brand logo in future, consistent to who we are is providing sound financial advice that helps our clients achieve their financial goals and ensure a strong financial future.
