Branding for Capidem, a traditional investment house based in Mayfair, London. The crafted wordmark is inspired by their specialist turnaround investment expertise and features an ambigram at the centre of the word.
Initial sketches identifying the potential ambigram and how it revolves around the lowercase 'i'
The crafting of the wordmark and contained ambigram showing it's formation grid
The master logo - highlighting the 'i' to symbolise 'investment' is at the heart of Capidem and their practice
The negative version of the logo
Brand structure defining the three key areas within which the company operates
Brand messaging expressed through the distinctive typographic style