New look for AMEinfo.com courtesy of local brand and communications agency Rufus Leonard

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CORONAVIRUS IMPACT

1. Rufus Leonard, brand and communication agency adds AMEinfo.com to its already impressive client list, which includes Lloyds TSB, Zurich International Life and African & Eastern;
2. AMEinfo.com’s brand look receives an evolution rather than revolution so as not to affect its existing brand awareness;
3. AMEinfo.com, the largest information and business news portal in the Middle East is delighted with its recent brand refresh from locally-based international brand agency Rufus Leonard.

The 1.65million online readers of AMEinfo.com will soon be given a revitalised online experience courtesy of independent brand and communication agency Rufus Leonard.
Internationally, Rufus Leonard are trusted with some of the most valuable brands in the world; working as lead marketing communications agency for Lloyds TSB Dubai as well as Group Brand development Partner for Lloyds TSB UK, as well as established brands online.

It was through the agency’s accolades and achievements in online branding that AMEinfo.com, the largest information and business news portal in the Middle East, approached Rufus Leonard with the challenge of a brand refresh.

As the AMEinfo.com brand is already widely recognised, the agency was reluctant to give it a complete overhaul and so a cleaner, more modern identity has been created that still retains AMEinfo.com’s respected design roots.

The brief to Rufus Leonard was evolution not revolution when looking at the identity of AMEinfo.com. The creative team wanted to create a new marque that was inspired by the typography of the existing identity, and now, the typography has been hand crafted and drawn specifically with AMEinfo.com in mind. The use of a Times New Roman for the ‘info’ part of the logo adds a level of trust and authority and the colours have been modernised throughout by adding in subtle gradient blends.

“The new logo and site design is part of our commitment to developing AMEinfo.com, ensuring that we remain the leading business news portal in the region,” said Caroline Whyatt, Portal Manager of AMEinfo.com. “ The site update has been as a response to current and future user and advertisers’ needs.”
Rufus Leonard worked closely with the internal online design team to advise not only on the brand identity, but also the visual hierarchy of the website, and the result is a revitalised home page with a powerful new search engine fuelling the back end of the site.
“It has been a great opportunity for us to work with such an established brand like AMEinfo.com and be given the opportunity to demonstrate our digital expertise without straying too far from the brand’s core values,” said Richard Bowcott, Regional Head of Rufus Leonard Middle East.

What is Rufus Leonard
Rufus Leonard is an award-winning top 10 brand and communications business. The London agency was founded in 1989 by Neil Svensen and now employs over 90 people specialising in strategy, digital design and branding. The Dubai office based in Dubai Media City opened in March 2008. Clients include Lloyds TSB, Zurich International Life and African & Eastern.
For more information about Rufus Leonard, our people and our culture, visit www.rufusleonard.com

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