Diamond group De Beers Group has unveiled a new corporate identity create by Pope + Wainwright, which includes a name change from from The De Beers Group of Companies to De Beers Group.Pope + Wainwright developed the concept of building on ‘Forever’ to underpin the idea behind the group’s brand and business. De Beers Group has always believed that ‘A Diamond is Forever’ since introducing the iconic tagline in 1948 and it is ‘Forever’ that is the most important part of this sentiment; from turning diamond dreams into a lasting reality, to leaving a positive and lasting legacy in communities long after their mines close.Pope + Wainwright worked across all touchpoints for the new corporate identity, including the logo, typeface, colours, graphic and digital guidelines, environments and a brand film. The abbreviated logo mark is encapsulated in a roundel, symbolising a group, totality and forever. In addition, the Futura Std typeface was purposely selected, having strong geometric forms, near perfect circles and has an appearance of efficiency and forwardness.CreditsPope + Wainwright