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Bar Capital is a nimble group that believes investing is about following a clear process and practicing discipline.

Bar Capital seeks to differentiate themselves from the field through a focus on research, rigorous screening processes, and fostering long-lasting, meaningful relationships with their clients. To communicate these differences, we developed a visual brand based on the Japanese design philosophy of Wabi Sabi, a particular interest of the group’s founder Anand Shahi. Wabi Sabi’s focus on natural materials, asymmetry, and a celebration of nature’s imperfections was a welcome change to an industry saturated with flash, rigidness, and facades of perfection.


 

LOGO DESIGN

BRAND IDENTITY

PRINTED COLLATERAL

ENVIRONMENTAL DESIGN


 
 
 
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For the Bar Capital logo, we developed a “BC” monogram that considers the tenets of wabi sabi : asymmetry, roughness, simplicity, economy, austerity, modesty, and intimacy. Uniformly sized half circles are used to create the letters in their simplest forms. The monogram is both asymmetrical for visual interest but also to create a sense of an unfinished puzzle to highlight Bar Capital’s commitment to research and focus on unknown emerging markets.

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To contrast the austerity of the logo, but continue with the visual themes of wabi sabi, we developed a series of patterns and graphics inspired by Japanese rock gardens. The brand also utilizes natural materials and papers to reinforce the theme as well as communicate a high level of quality.

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We developed concepts for Bar Capital’s eventual lobby. The orderly wooden, shiplap wall is broken up by the logo constructed with cross section cuts from a tree stump. It continues the core tenet of celebrating natural materials as well as championing imperfections and the unpredictability of nature.

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