Guernsey Finance – the promotional agency for the
island's finance industry internationally – has launched
its new corporate brand and logo.
The rebranding follows lengthy consultation with local industry
focus groups and means that Guernsey Finance will promote the
jurisdiction overseas under the brand of WE ARE GUERNSEY. Since
2007, Guernsey Finance had been promoting the island under the
branding of Guernsey International Finance Centre.
Guernsey Finance Chief Executive Dominic Wheatley said the new
brand provides Guernsey with a fresh and current look that is fit
for the modern world.
"It goes without saying that Guernsey is an international
finance centre, so we wanted to move towards a brand that goes
beyond that fact and better reflects the wider Guernsey offering
and is distinct from any of our competitors. We believe that the
new brand represents Guernsey's core financial sectors, and
also recognises the supporting role that organisations such as
Locate Guernsey and the Guernsey Registry fulfil in relation to our
industry," said Mr Wheatley.
The WE ARE GUERNSEY logo incorporates five joined-up chain links
fashioned out of the 'G' for Guernsey – one for each
pillar of Guernsey's finance industry. It also incorporates the
slogan 'WE ARE CONNECTED', which was developed after
extensive market testing and highlights the ease with which people
can do business with and in Guernsey because of a joined-up
approach between industry, regulator and government, and the
island's extensive links and relationships with the
international business community.
To coincide with the launch of the new brand, Guernsey Finance
has launched a new and improved website at www.weareguernsey.com. The site will continue
to cover all industry news emanating from Guernsey, list the events
being hosted and attended by the company and act as a source of
information on Guernsey service providers and the island's
wider financial services offering.
"Our new brand has been tailored to be professional, but
also engaging and progressive. It puts us in a great position for
future campaigns and we are extremely confident that it will help
increase the visibility of Guernsey internationally," said Mr
"A core part of the new identity is connecting iconic
Guernsey imagery with key messages through the use of storytelling
and linking the island and its people with the way we do business.
It underlines that Guernsey is an island with hundreds of years of
history and community, as well as being ideal location to do
business. We believe that it truly reflects the substance and
excellence of our industry and the quality of our regulation, which
are the foundations of our industry alongside our commitment to
international standards of transparency, AML and cooperation. It
also clearly demonstrates our continuing confidence in the
marketplace and Guernsey's place within it."
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