Logo Symbolizes New Insights
Reorg, a provider of global credit intelligence and data, has renamed and rebranded itself as Octus with the help of creative agency Prophet. The new brand identity, say officials, better captures the breadth and depth of the company’s capabilities across the entire credit lifecycle, reflecting market leadership supporting investment banks, buy side firms, law firms and advisory firms. The name was inspired by oculus, Latin for eye, and speaks to the company’s ability to reveal insights and unlock truths that accelerate critical decisions and fuel decisive action across financial markets.
“We were asked to help reposition a brand that needed to catch up to its growing business and expansion into new services, and we’ve created an expression of a leading company with deep knowledge and scale in its industry,” said Craig Stout, Senior Partner and Executive Creative Director at Prophet. “With a unique story and tonality, Octus stand out in the competitive landscape, positioning itself to build equity into the name and assert competitive differentiation now and into the future.”
The new logo mark, the Octolens, contains eight segments, symbolizing the viewing of new insights and uncovering new perspectives. Nested parts recall a kaleidoscope, evoking breadth and depth. In addition, the “Octus” wordmark implies precision, strength and sophistication through customized, hand-drawn typography that is set in all-caps.
The new type system consists of two font families, serif and sans-serif, chosen for its precise lines that balance a tech and editorial feel. The Serif font, Tiempos Headline, brings in a sense of expertise while the Sans-Serif font, NB International Pro, brings a sense of clarity to support information hierarchy. Octus’ new brand colors are designed to give flexibility across its visual identity while being simple and easy-to-use. As the color blue naturally conveys trust, Octus Blue was chosen specifically to convey the “sea of trust” within the company’s products and to differentiate it from others in the financial services category.
