Bracco Asset Management
Visual Identity Creation
Challenge
After a long, successful run at MSD Partners, several seasoned credit investors were ready to spin off and establish an identity of their own. They had a strong track record and a differentiated strategy. Still, they needed a brand that reflected their pedigree, projected quiet confidence, and stood out in a crowded, conservative financial landscape.
They had already chosen the name Bracco, a reference to the Italian hunting dog known for its loyalty, strength, discipline, and tireless focus. These founders were exceptionally decisive and knew they didn’t want abstraction, symbolism, or overly conceptual marks—they wanted a literal Bracco. Our challenge was to create a visual identity that honored that directive without falling into cliché, while capturing the firm’s rare blend of rigor, restraint, and forward-thinking strategy.
Visual Identity Creation ―
Approach
Our design team began by immersing itself in the Bracco breed, studying its movements, posture, and signature traits. From this foundation, we crafted a custom logo featuring the pointer in motion: one leg raised, ears alert, features angular and sharp. The stance communicates diligence, control, and forward momentum—projecting strength without aggression, and elegance without pretense.
Avoiding floppy ears, soft edges, and unnecessary embellishment, we used clean, modern lines and a subtle arc beneath the dog to suggest groundedness and direction, while adding a quiet sense of movement. A rich blue and gray color palette was chosen to reinforce the firm’s values of stability, professionalism, and financial strength.
The final render is a logo that’s as refined as it is symbolic—slick, strong, and immediately distinctive. Most importantly, it strikes a delicate balance that every new firm must navigate: feeling relevant and forward-thinking, while still projecting the credibility and restraint expected of a serious institutional player.
Approach ―
Result
Bracco’s new identity establishes the firm as a strategic force in the asset management space, rooted in tradition but crafted for a modern, discerning audience. The logo distinguishes it from competitors that rely on generic initials or abstract marks, offering a sense of character and personality. With this foundation in place, Bracco Asset Management moves into its next chapter with a brand that reflects exactly who they are: proven, determined, and built to endure.
Result ―
