ACG » Identity
Alliance Consumer Growth (ACG) is a growth equity firm which provides capital, value-added partnership and industry-specific resources to the most promising emerging consumer and retail brands. Their refreshed brand needed to visually convey their collaborative spirit and firm belief in brand partnerships, all while staying close-in to their established look that resonates with their strong reputation in the industry. The triangular A in the pervious logo was reworked to create a prominent brand icon tied with a strong sans serif wordmark, customizing the G to mirror the angles in the icon. The updated core blue color and added supporting colors of deep blue, dark gray and light gray allows more range. A pattern created from their deconstructed icon adds subtle texture to their clean visual style. The layering of elements, black & white photography paired with color, and vertical typography all fit together to create a cohesive identity for a breakthrough brand.