IFM Investors sought to redefine its brand to reflect its unique position in the market. Recognising the opportunity to shape a positive future for millions through pension capital, the company embarked on a rebranding journey. The new logo symbolises the core elements of IFM Investors’ business: owners, members, clients, beneficiaries, employees, and investments. Designed to stand out in a competitive market, the logo is strong and robust.

The brand’s visual identity is inspired by Australia’s natural beauty. A fresh and approachable colour palette combined with modern typography creates a balance between professionalism and approachability. Scalable patterns and 3D imagery add depth and dynamism, allowing the brand to evolve with the company. These elements collectively capture the essence of IFM Investors’ commitment to being positively different.