Addepar is reimagining the role of technology in one of the world’s largest industries – finance. Situated in the heart of Silicon Valley, the company builds a platform to clarify complex investment portfolios.
Addepar’s mark references a classic understanding of growth – up and to the right. The identity is a blend of high-touch finance and contemporary technology. We focused on modern design principles to speak of premium, pioneering, and precise brand qualities. We communicate clarity and intregrity with refined typography, a minimal color palette, and effective use of white space. Compositional studies derived directly from the logo’s elements provide dynamic graphic treatments wherever needed.
Designing as an in-house design team allows us to develop and refine the identity system over time. We’ve hardened the design principles through numerous challenges of content, medium, and audience. We have the freedom to continue exploring and maturing the identity alongside the growing company.

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