About the project

Lotus Parsian investment funds identity design

Lotus investment bank hired us to do the visual identity of ten investment funds.
The result was based on the funds function, their similarities and also their differences.

About the employer:

Lotus parsian investment bank Established in 2011, The main field of activity our company is the capital market.
The most important services of our company are as follows:

1. Finance
2. International Collaboration
3. Assets Management
4. Risk Management
5. Valuation and Analysis
6. Venture Capital
7. Financial Services
8. Wealth Management
9. Impact Investment

About the project:

After tons of research, we initiated the basic architecture of the visual elements.

First there were the main brand’s visual appearance, elements and qualities which we had to use in some way in order to make the result and the mother brand coherent.

Secondly, there was the category in which the fund was established. Meaning we categorized the funds into risky funds and safe funds. The overall appearance of the logo, we decided, had to represent the category. The square format was adapted to depict safe funds due to the geometric sense of stability of its shape. and the circle format was adapted to represent the risky funds due to its dynamic qualities.

Thirdly, there was the discriminator element which was devised to differentiate the fund. A simple visual element was chosen for each of the funds representing its main concept or function.