Taking a fresh approach

Spirit super was born from the brand essence “feel special”, a progressive and optimistic people-first fund with a stronger emotional resonance than functional. Offering fully customised super solutions and personalised service, members are treated as a person with honestly and respect, not just as another number.

Authentic, straight talking and down-to-earth

The identity took inspiration from Australian themes at a time of uncertainty around Covid-19, it was important to be seen as an Australian brand. The logo icon represents the idea that we’re here to make our members from all over Australia ‘feel special’. It’s an abstract map of the continent with an optimistic spark radiating from its centre.

The brand’s look and feel is distinctly ownable with the inclusion of the graphic device known as the ‘spark’ which has been derived from the angular nature of the logo. Our warm and vibrant colour palette is based on green and gold that symbolise growth and emphasise the idea that the fund is for all Australians. The imagery style is based on ‘Feel special’ moments which are relatable everyday moments of contentment. These moments capture a spectrum of members lives including relationships, diversity, intimate close ups and of course, landscapes.