Propella Brand Innovation
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Allegro Funds

Asset Management, Financial Services, Turnaround Management

Allegro are a turnaround private equity firm who improve the profitability of businesses using transformational capital. Our new brand identity was designed to dramatise this process.

Transformational capital

Transformational capital

Our new brand identity is an abstracted monogram ‘A’ designed to resemble a prism. Just as light is transformed as it passes though glass our idea alludes to the transformational process with which they turn companies around.

The old logo

The old logo

Whilst the old logo lacked both an idea and style it was reasonably well known within the ‘turnaround’ industry. We retained the monogram approach to maintain a link with the past.

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