New work: Pinebank Asset Management
Pinebank Asset Management is a mid-sized hedge fund focused on the high-yield credit markets (junk bonds). The company, formerly known as Brownstone Asset Management, recently underwent a name change as part of a reformulation of its partnership. I was hired to design a brand identity that captured “New York City unpretentious wealth,” and portrayed the company as “a safe and honest steward of capital, with some sense of art/culture away from just money.”
View the portfolio entry here: Pinebank Asset Management.
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24 appreciated comments on “New work: Pinebank Asset Management”
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Stunning, as always. I love it.
Nice work yet again, David. The negative space beneath the mark is really key and is much more illustrative of the bridge than the “solid” samples seen in #1 and #8.
Also, when presenting concepts to clients, do you show them arrayed like this on a single page, or with each idea presented individually? We’ve found that showing multiple ideas on a page can be a little overwhelming to the client and they tend to choose the one in the middle. Putting together a pdf of four to eight pages, with each concept on it’s own page, allows the client to consider each idea separately.
An other good logo to add to your great portfolio.
Good point Neil, I think presenting each logo concept on its own page certainly allows it to breath and let the client make a more informed choice.
Super, super classy and corporate. Really classy work.
I really love how you put your work out there for everyone like this. I love your online portfolio. You have exceptional work! Big fan.
To me this was a real challenging job. You had to make an identity based on a well-known landmark in central park, NY. I’m curious of other designs, the client doesn’t always pick the designers preferred choice.
Nice to see great art in logo design.
Good question, Neil. I show each variation on it’s own page, in colour, black, and reversed, as well as on the same page, like above.
Ian, a different option focused on a specific piece of iron-work from the bridge (a close-up), so it was much less literal. The client and I agreed that the bridge was a stronger design.
great branding, simple and straight to the point
FABULOUS WORK!
David, I appreciate not trying to do too much with this logo project. When there’s an iconic structure to work off of, it is natural for a designer to start there in an identity mark. I’m guessing if you had to be honest with yourself, this project came together easier than your average one. But it seems like it is also a very appropriate logo.
I do feel a little uneasy about the larger “P”, though. It makes the symmetry of the entire design seem a bit out of balance, and seems to take a bit of elegance away from the icon. But it might make the company appear stronger and more like a leader. What were your thoughts behind the larger “P”?
Nice work!
Always nice to see H&FJ type put to good use. I definitely think the bridge as a whole is a better choice for an iconic piece in the logo than some less recognisable detail, and the better alternative for it (of the 8 presented) was chosen.
Alternative 6-7 makes me think of Clark Gable.
Yet another successful design David! Sounds like you nailed this project. Excellent work, as per usual.
Great work! I think you captured they’re ideas perfectly!
The Hoefler small caps look great for a bank or say, the WhiteHouse, Good choice! The icon seems a little sharp for a “a safe and honest steward of capital“ but that’s just being picky.
I’m noticing a repeating pattern on your use of repeating patterns! Either way the work is top notch. Good Job.
It’s just beautiful. You’ve managed to convey elegance and environment in one full swoop.
Thanks for the feedback, David — much appreciated.
Very nice, David. I definitely agree that the strongest image was chosen. A couple of them look like mountains (although that may be because I’m so used to looking at real mountains…) and one of them looks a little like a pyramid, which I can’t help but connect to pyramid schemes.
I like the larger P, too. It makes the name stand out a little more.
I can see both pros and cons to that larger “P”, but overall I think you’ve made it work. Lovely usage of spacing.
Interesting location for the return address on your envelope, by the way. Any particular rationale for that?
And dear lord their office is gorgeous.
You’re right, Jamin. From the outset there was an obvious picture of what the design would look like. Sometimes the best solution is obvious. The uppercase small cap (correct term appreciated) for the P added a little authority.
Martin, likewise, I think the space beneath the “bridge” helps the weight-balance between the symbol and the type, whereas variations 1 and 8 were too heavy.
Ash, the return address was actually moved to the top-centre (upon client request). I originally placed it as shown to line with the logo when front and back were viewed together.
Thanks for commenting folks. Have a great weekend.
Great design David.
I was wonder, did you also decide upon “U” uncoated Pantone colours, or just the “C” coated ones? I only specified the coated versions on my last logo project, but I was curious as to your method, too.
PS, I think I walked over that bridge back into 2003 on my last walk in the park on a visit to NYC. Great memories :)
Hey David
Did your clients fly you to NYC to conduct intensive research? I love clients like that! Nice work fella
Si
Just the coated ones, Andrew. Here are a few NYC photos from last week (my previous visit was 2001).
Si, not this time, but there’s always next.
I particularly like the repeating pattern and the richness of the blue. Good work as usual David.
Great work David, simple yet striking. Nice client to have also!