Identity System and Web Design
ATP is a private equity and venture capital firm that invests in new drugs and devices. Founded in 1999, the $1.5 billion fund backs entrepreneurs who are building companies in pharmaceutical development, therapeutics, and medical equipment. Pentagram's Natasha Jen and team have designed a new identity and website that reflect the specialized focus of the firm and its roots in science, medicine and technology.
The identity highlights a new treatment of the firm’s name, which is formally Apple Tree Partners. It is colloquially known as “ATP” and wanted to feature this pared-down acronym in its branding. This efficiency influenced the design of the logotype, which is set in the clean, neutral Akzidenz-Grotesk. The spacing of the full name is still present, with room for the missing letters that are never seen.