We worked with APM Capital to develop their brand and identity systems. For a more dynamic and aspirational rebranding, we came up with APM Capital instead of their former company name APM.
The logo was designed for longevity and with a new-age audience in mind. The identity forms a prominent upward arrow depicting growth and upward movement. The adjacent tilted arrow represents a shadow cast by the strength of the larger arrow. Put together, the icon forms an infinity sign while also engulfing the acronym ‘APM’ within its curves. The logo establishes an all-encompassing brand identity with a contemporary design, all with soft curves and edges. The infinity stands alone, depicting consistent growth and a new face of the brand.
Choosing a combination of vibrant colours for the primary palette, we complimented it with a carefully considered set of muted colours for the secondary palette to make communications easier.
Gotham is an edgy font but to complement the construction of the brand identity, a friendly and inviting yet bold typeface Gotham Rounded was decided as the primary typeface for the brand identity. Lora is the second typeface that can be used for long-form copies. The rounded typography provides an approachable and balanced identity.
The use of gradient soft strokes adds to the brand identity and sets up a visual language without always using the logo. The typography along with vibrant colours in the brand identity is done to cater to a younger audience. Collaboratively creating a new brand language is more than just a logo. Truetype has worked on the iconography, the execution style, and developed a flexible visual identity for the brand.
