BLUEGEM CAPITAL PARTNERS
London based mid-market private equity manager company.
Their sector expertise is in branded consumer facing businesses. They reached to us for their integral brand redesign. Their previous logo had the conflict of a misleading look that was related to a jewelry business instead of a finance company and had also an informal feel due to the use of small caps and bright blue color. We worked on a proposal of a minimal icon using dots that when linked together form a hidden gem. Client decided to go for an even more sober look using only typography.
BEFORE AND AFTER