Aim is a boutique Asset Management Firm striving to aim higher with their investment strategy and impact. With over 45 years of combined experience in Financial, Corporate and Private Equity sectors, Aim is committed to joining forces with investors who seek social and environmental change.
Most Asset Managers have the same look & feel - institutional, formal and expected as a way to exude credibility, relying on logos in ALL CAPS, with initials Capitalised or using traditional serif fonts. The client and us felt it was time to take a different approach. With a name defined by the client whose initials carried so much meaning, we deliberately kept the logo in small letters so to focus the attention on the action verb and its meaning. While the company stands for Alternative Investment Management, through its identity, the ecosystem refers to it as aim.
When it came to designing the logo we focused on choosing a typeface with personality, assertiveness and uniqueness. The "a" delivered on that perfectly. While we kept the primary logo application in black and white, we coloured the dot of the "i" in neon yellow to signify this optimistic and exciting approach to their investment strategy. In some applications we also added an opal blue circle to bring some dynamism to the identity and brought it to life on a teaser presentation, a landing page, and stationary. A full-fledged website will soon follow, but for now you can take a peak at the work delivered.Website