A new brand system for a hyper-complex brand.

[ branding, design ]


Bloomberg is a complex company, with a non-linear brand architecture that flexes across close to 80+ product groups, multiple sub-brands, and temporary brands – going to market to multiple niche audiences. Encompassing everything from the Bloomberg Terminal to recruitment.


The solution is a smart and flexible system of design principles and design elements that works in all formats across the full spectrum of the company. It is used as a guidebook rather than a rule book, allowing for maximum creative flexibility, and evolution, in real time.










© 2019 Damian Totman