New Logo and Identity for Personal Group by SomeOne

Established in 1984, Personal Group is an employee benefits and financial services company based in the UK. It works with other companies to establish and manage their employee’s benefits and provides their own software — called Hapi — for the day-to-day management. Their service is currently used by approximately 2 million employees, across 550 businesses. Personal Group recently introduced a new identity designed by London-based SomeOne. SomeOne developed branding based on a smiling face together with a positive golden yellow palette. Yellow is not only the most attention grabbing colour, but is also the colour most associated with happiness.Lee Davies, SomeOne Design Director says “We knew that if we were going to recommend a smiling face, it had to be something