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.
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.
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.
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.