Summary
ZB Capital is a multi-asset investment firm founded by two friends, Chris Chan and Ryan Poon. In early spring, Chris approached us to revamp their brand. Despite having investment partnerships worldwide, their current identity lacks professionalism. Our objective was to modernize their image to reflect their expanding international presence. This project posed a unique challenge as we had not previously worked with a financial firm and were under time constraints. However, we trusted our process and utilized key metaphors and symbolism to craft a compelling and meaningful identity.
Beginning Process
The original logo resembled clipart, serving as a key motivation for ZB's decision to undergo rebranding. We drew inspiration for the visual style and typography from Acumin Pro. Our vision for ZB's branding was characterized by boldness, simplicity, and impact. Rather than adhering to traditional financial aesthetics, we opted for geometric shapes to convey a fresh identity. Furthermore, we delved into the significance of ZB Capital's Chinese name, extracting meaningful letters that aided us in defining key descriptors for the brand.
Logo Design
We effectively crafted a logo that incorporates the letters Z and B while also conveying deeper symbolism. In constructing the identity mark, we combined technical precision with aesthetic appeal. Our design philosophy emphasizes intentionality and purposefulness in every shape and line, resulting in a balanced and cohesive identity mark.
