GreenPoint Partners is a New York-headquartered investment firm focusing on real estate innovation, technology and private equity.
GreenPoint commissioned Studio Helm to create a brand identity, website, stationery and various collateral pieces. The new identity strikes a balance between the conservative leanings of its investors, and the cutting-edge nature of the tech investment industry. The partial letterforms of the logo are representative of construction and property; of things in motion; gradual incrementation and process. A secondary cut-down version serves as a mark of endorsement, quality and authority.
We also designed and built a new website for GreenPoint, showcasing a contemporary aesthetic and strong grid that echoes GreenPoint’s own cutting edge leanings and meticulous approach to investment.
The monogram symbol serves as shorthand for the primary logo in established brand contexts, or where continued use of the primary mark would be repetitious. It represents a mark of endorsement, quality and authority.
