Firedog has created a distinctive new brand identity for independent fund management firm Odyssey Capital, drawing inspiration from its namesake to express precision, judgement and long-term thinking.
Odyssey Capital is an independent investment management firm focused on preserving and growing the wealth of private clients through local and international investment solutions. The existing identity consisted primarily of a simple wordmark with a restrained grey palette. Our task was to create a stronger and more memorable brand, supported by a clear strategic foundation and a complete digital identity.
We began by looking closely at the Odyssey name and the story behind it. Returning to Homer’s Odyssey, we found a strong parallel between the journey of Odysseus and the qualities required in long-term investment management. Wisdom, patience, resilience and sound judgement became central themes within the new brand. One episode in particular provided the inspiration for the identity: Odysseus proving his skill by firing an arrow through twelve aligned axe rings. The idea of accuracy and a clear path towards a defined objective gave us a simple visual metaphor for disciplined investment decision-making.
The Odyssey Capital logo features a vibrant blue type mark on dark blue background
This thinking informed a new contemporary wordmark and distinctive brand symbol. Derived from the letter O, the device suggests an arrow passing through its target, creating an ownable graphic element that can operate independently from the main logo. A richer colour palette adds confidence and character while retaining the restraint expected of a private investment business.
For the supporting image identity, we wanted to avoid conventional financial imagery. Instead, Odyssey Capital commissioned a series of African elephant artworks by South African illustrator Vincent Reid. The elephant provides a natural extension of the brand story through its associations with wisdom, memory, leadership and long journeys. Images of elephant groups also introduce a more human theme of enduring relationships, reflecting the firm’s close engagement with its private clients.
The finished identity has been applied across business stationery, investment reporting, fund fact sheets, presentation material, environmental graphics and a new WordPress website. The result is a more confident and cohesive brand, with a flexible visual and messaging system designed to support Odyssey Capital as it grows.
The brand in application across fund fact sheets
To find out more, please view the fund management branding case study for Odyssey Capital.