A branding project for start-up investment firm Double Prime.
The aim behind the branding was to keep a simple, clean and clear aesthetic, while also helping them to stand out against their very corporate competitors by using a fresh colour scheme, modern sans-serif type and large high-res imagery.
The company is often referred to as 'DP' which is reflected in the logo. The connection of the 2 letters in the logo incorporates the companies main values of partnership, reliability and solidarity, and the reflection/symmetry of the logo also incorporates the ‘doubling’ aspect that's present within the company name, this pattern is also subtly reinforced in the layout of the typography.
The ‘infinity’ connotations of the symbol reflect the idea that the company will create profits that will keep growing; a very positive meaning to take away.
There are two alterations of the logo to be used depending on the usage and platform. The icon with the name is the primary logo, and the icon within the frame is to be used to reinforce the brand.
Square business cards were created to keep the consistency of the logo framed within the square, and also as a really simple and effective way to make the brand more memorable.
Lato was chosen as the typeface because it appears “transparent” when used in body text but displays original traits when used in larger sizes; so it is perfect for use in both long body copy and also for overlaying over large images with bold headlines.
The semi-rounded details of the letters give Lato a feeling of warmth, while the strong structure provides stability and seriousness; “Male and female, serious but friendly”, I feel these are traits which really resonate with the brand and its values.
This branding package was tailored to the client to include a logo, brand guidelines, business card design and a powerpoint presentation template.