Propella Brand Innovation
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Laminar Funds

Asset Management, Financial, Investment

Laminar Funds offer investment opportunities for private clients. The word ‘laminar’ means a parallel flow of a gas or liquid providing the greatest driving force. We redesigned the brand to dramatise this in the context of financial services.

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The old logo

The old logo

The old logo was generic and the application and lacked meaning and depth. Also, the existing colour blue was common to many companies within financial services.

Some ideas are more equal than others

Some ideas are more equal than others

We reduced the symbolic expression of ‘laminar flow’ to the simplest possible form of two parallel lines. This is otherwise known as an ‘equals’ symbol and was a perfect fit for describing both the meaning of laminar and financial outcomes.

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Distinctive visual language

Distinctive visual language

We combined our new icon with carefully selected photography and a distinctive shade of blue to punctuate messages throughout marketing communications.

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