Laminar Funds - Investment Brand Identity

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Laminar Funds

Brand identity design for an institutional and private investment company based in Melbourne, Australia.

Laminar are an established and successful investment fund who offer investment opportunities to private clients and institutional investors. We were given the brand name Laminar (which means a ‘parallel flow of a gas or liquid, providing the greatest driving force’) and asked to create a new brand strategy and identity which would dramatise the outstanding returns they deliver to investors...

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Visualising financial laminar

The design of financial services brands, particularly those for institutional and private investment generally use conservative and predictable design solutions. Dark blue is commonplace along with symbolic clichés of stability. We saw an opportunity to create a solution which would dramatise the Laminar brand name and investor outcomes. The original logo attempted to evoke the meaning of laminar, but it did so literally (and actually visualised turbulence rather than laminar flow). We explored the science behind laminar flow to find ways of bringing it to life in the context of financial services. By reducing the graphic expression of laminar to its simplest symbolic form we are left with two parallel lines, more commonly known as an equals symbol - an appropriate device suggesting both financial outcomes and laminar flow.

Leading strategy by design

Our thinking on laminar flow resulted in a new strategy Investment Without Equal. We brought this to life in a variety of ways with an equation style tag-line and a series of photographic illustrations combined with the new icon to illustrate investor benefits and punctuate key messages. We applied the brand across all marketing collateral and assets using a soft shade of blue which was more distinct from the navy colour seen amongst many competitor brands. Within 12 months of relaunch our work helped Laminar increase investments by 48% and triple the value of the fund. This achievement enabled our client-partner to ultimately exit the business via a management buyout.