LGT Capital Partners

LGT Capital Partners is a leading investment expert specialising in alternative investments. The company manages over USD 100 billion and employs more than 800 people worldwide. As a principal investor, the asset management company pursues a long-term investment horizon and invests in the same strategies as its clients. ESG considerations play a key role here.

To mark its 25th anniversary, LGT Capital Partners and MADE Identity launched a new brand identity that will carry the company’s rich heritage into the future. As a company privately owned by the Princely Family of Liechtenstein, one of the oldest surviving noble families in Europe, it wanted to build on what already existed and thus preserve what’s familiar, but at the same time take a confident step into the future.

The crown in focus – the new logo places the princely sender directly and unmistakably at the centre.

Breaking away from complexity

The original logo of LGT Capital Partners is complex. The name is split in two sections on the line. ‘LGT’ is considered the logo, while ‘Capital Partners’ appears to be a unit name next to it. With the new look, we are focusing firmly on the origins of the company: the crown, the princely sender.

To accommodate the long name, we are condensing it over three levels. The newly created acronym LGT CP supports the responsiveness of the brand. This gives the sender maximum flexibility.

Layout and reporting

Maximum flexibility is also required in the design system. Recognition at all touchpoints, from the website to event experiences and Office tools. When communicating reporting in particular, the focus is on optimising reading economy: better structure, better reading guidance, better division of content. The discussion is based on real content and takes user needs into account. The resulting system forms the basis for an automated reporting system, the implementation of more than 40,000 PPT slides and, at the same time, ensures representative translation in campaigns.

Act outside the herd – stand out from crowd of competitors that never changes. An internalised claim of the new brand identity.

Market analysis shows how comparable the competitors are. With this rebranding, LGT Capital Partners wants to break away from the herd of competitors and is seeking a unique position – both visually and in terms of content. At the same time, the guiding principle becomes a cultural aspiration.

The creation of the brand is a collaborative effort. From the core team to the chairman – the vision and its expression were discussed broadly and found their current form thanks to a great deal of commitment. LGT Capital Partners is ready for the next chapter and the independent, global positioning of its impressive portfolio.