Elm Partners

Visual Identity
Smith & Diction
Elm Partners is an investment manager devoted to providing intelligent solutions to sophisticated investors. Combining active management benefits with passive investing prices, Elm takes an algorithmic approach that understands human intent. There’s no sales team and no schmoozing—just a small team that’s very, very good at math. And that’s exactly how their clients like it.
I designed a refined brand expression rooted in Elm’s commitment toward a sensible wealth management solution. It started with a simple, yet elegant mark that symbolizes steady, assured growth. Supported by nuanced typography, a muted color palette, and mathematical model inspired line work, the result is an identity that looks a lot like Elm's investors—smart, considered, and in it for the long run.

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