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New Logo and Identity for M Capital by Brand Brothers
 

before

after

Established in 2002, M Capital is a private equity firm in France, specializing in “SME and ETI financing in development and transmission phases” and focuses on two business segments: capital investment and real estate development. With offices in five cities, M Capital has €500 million of assets under management, a portfolio of over 160 SMEs (small and medium-sized enterprises), and since 2015, has been growing its venture portfolio with Seed Series A and B funding. Later this Summer, M Capital is introducing a new identity designed by Paris, France-based Brand Brothers.

From the outset, we wanted to avoid conforming to the classic aesthetics of financial companies, while developing a solid and serious visual base. Our focus is on the mantra “Amplifying the extraordinary”, an emphatic and deliberately oversized promise, we have built a typographic identity imbued with clarity and radicality. The logo, a stable and structured typographical design, reveals some oddities that bring the right dose of singularity. A palette of bright colours makes it possible to offer strong contrasts on the different variations.

The visual imprint is then built around the monogram “M-“, which, through a play of scales, illustrates the promise of growth and progress. A construction game that allows you to create infinite graphic patterns and unify the various materials.

Brand Brothers project page

New Logo and Identity for M Capital by Brand Brothers
Logo.
New Logo and Identity for M Capital by Brand Brothers
Logo construction.
New Logo and Identity for M Capital by Brand Brothers
Sub-brands.

The old logo was bland and lacking any kind of personality but was mostly inoffensive (other than perhaps the random sizing and alignment of “PARTNERS”). The new logo definitely demands attention with a strong repeating upward angle among most of its characters that yield a very unique typographic result. It operates within the Brutalist aesthetic but there is some refinement to it that makes it move beyond the trend. I love the construction of the “A”s — they are kind of rebellious but still within the corporate realm. The “P” and the “L”, under other circumstances, I probably wouldn’t like but their angles support the premise of the logo. The one difficult character is the “C” but I think they integrated it as good as possible. I know I’ve been saying this a lot lately but anything that’s NOT a generic sans serif wordmark feels like a major win and this one excels at avoiding the safety of generic sans serifs.


New Logo and Identity for M Capital by Brand Brothers
“M-” monogram.

The “M-” device could have easily just been the monogram, once, and I’m sure it will possibly be used as such on social media, but its repetition at different sizes and angled compositions creates a wonderfully dynamic visual for both motion and static applications.

New Logo and Identity for M Capital by Brand Brothers
Guidelines.
New Logo and Identity for M Capital by Brand Brothers
Business cards.
New Logo and Identity for M Capital by Brand Brothers
Letterhead.
New Logo and Identity for M Capital by Brand Brothers
Annual report.

The institutional materials are bold and and confident, using the wordmark, monogram, and pattern as large as the layouts will hold. I’m not so sure about their use vertically but, sure, why not?

New Logo and Identity for M Capital by Brand Brothers
Some other report.
New Logo and Identity for M Capital by Brand Brothers
Posters.
New Logo and Identity for M Capital by Brand Brothers
Covers of things at different sizes.

Other applications have a very simple premise of breaking the layouts into, say, fourths with the monogram compositions taking over the majority of the top area on vivid colors and a contrasting info area at the bottom. It’s very straightforward but effective. The color palette seems somewhat aleatory and disconnected… I’m thinking of that light pink and tan, not sure why they are in there.

New Logo and Identity for M Capital by Brand Brothers
New Logo and Identity for M Capital by Brand Brothers
New Logo and Identity for M Capital by Brand Brothers
Another style of layouts, with photography.

Another approach builds in photography into the layout and all of a sudden the supporting typography is doing odd things too so things start to get a little hectic. If the photography were way less busy and the typography trying less hard this would be a nice bonus of application as I really like how they integrate a single “M-” in the corner but it gets lost amidst the chaos.

New Logo and Identity for M Capital by Brand Brothers
T-shirt.
New Logo and Identity for M Capital by Brand Brothers
Totes.

Overall, I feel like this identity has some swagger to it but without the arrogance associated with that word. It certainly helps M Capital comes across as confident and a company that knows what they are doing.

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Logo Before & After
Sample Application

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