Client: Berkeley Fund
For the visual branding of financial advisory and investment firm Berkeley we went the contemporary route, and gave it an aura of a progressive and innovative financial company that can introduce its clients to new markets and new investments, while at the same time communicating a sense of trust, reliance and interdependence.
The logo conveys a sense of dynamism and of moving forward. We deconstructed the letter B into an arrow symbol, which represents both the brand name and the idea of progress and growth. These symbols are commonly used in the investment sphere, representing inflows and outflows, and we wanted to retain that connection to the larger financial world and make it part of the visual identity.
The Berkeley Fund features a blue palette, which is the color of trust, and induces a sense of calm and peace, while instilling confidence and a feeling of integrity and responsibility.
Art Director: Sona Manukyan