GPES
Overview
A distinct logotype and branded house strategy frame the offerings of this fund management software company with familial origins.
Backing up a Bit
A year or so before the GPES work, I updated the branding—and website—of its sister company, GP Fund Solutions (GPFS). GPFS is a fund administrator based in Latham, NY, with offices in the States as well as England and Ireland. They are a company of great ambition with stellar attention to detail. I worked to elevate their branding to an equal caliber through logo refinement, web site design and photography. There was one caveat: the original symbol held brand equity and needed to remain. That was no problem. Through the selection of a beautiful typeface and balanced composition, harmony was found.
![GPFS Work Ethic Design LLC](/templates/yootheme/cache/03/2022_rgb_gpfs_vert-03ac2316.webp)
![GPFS Work Ethic Design LLC](/templates/yootheme/cache/54/2022_rgb_gpfs_minimal-54fe656d.webp)
![GPFS Work Ethic Design LLC](/templates/yootheme/cache/a5/2022_rgb_gpfs_horiz-a573feb1.webp)
GPES is a fund management software company. Its growing range of solutions are designed to ease life cycle pressures for fund managers and investors, alike. Led by industry insiders, GPES creates intelligent yet elemental products. It required a logo which reflects those truths.
Core Logotype
![GPES Work Ethic Design LLC](/templates/yootheme/cache/78/tm_core_logotype_v-784b2e31.webp)
original lettering
Designed to imbue the feeling of technical proficiency: sturdy yet surprising, hardworking, regimented tonality in an ownable typographic structure. The attitude is commensurate with a confident, worldly endeavor.
Logotype Origins
Seeking to maintain a familial connection to GPFS as well as to devise a badge container (per the client), I used the following logic:
![GPES Work Ethic Design LLC](/templates/yootheme/cache/3f/gpes_rationale-3f56d49b.webp)
Full Logo Badge
![GPES Work Ethic Design LLC](/templates/yootheme/cache/79/tm_core_badge_v_o-7943c869.webp)
![GPES Work Ethic Design LLC](/templates/yootheme/cache/01/tm_badge_full_v_o-015f6bc8.webp)
badge with full clarifier
(set in URW DIN)
![GPES Work Ethic Design LLC](/templates/yootheme/cache/62/tm_mini_badge_stroked_v_o-62ed17d4.webp)
![GPES Work Ethic Design LLC](/templates/yootheme/cache/a5/tm_logotype_full_v-a5ae5d77.webp)
full clarifier logo
GPES Product Logos
Branded house strategy: “GP” references the parent, while standardized color and type express individual products.
![GPES Work Ethic Design LLC](/templates/yootheme/cache/c3/tm_gpportal_v_o-c31e07a1.webp)
![GPES Work Ethic Design LLC](/templates/yootheme/cache/75/tm_gplaunch_v_o-759e7161.webp)
![GPES Work Ethic Design LLC](/templates/yootheme/cache/8e/tm_gplinks_v_o-8e96a796.webp)
![GPES Work Ethic Design LLC](/templates/yootheme/cache/e0/tm_gpinsights_v_o-e0b33a91.webp)
"Powered by" logos
Clarifiers for downstream partnerships.
![GPFS Work Ethic Design LLC](/templates/yootheme/cache/22/pb_emblem_2_v_ox-22de9ba1.webp)
![GPFS Work Ethic Design LLC](/templates/yootheme/cache/6b/tm_pb_vert_v-6b9b1f34.webp)
![GPFS Work Ethic Design LLC](/templates/yootheme/cache/ac/tm_pb_horiz_v-ac95a201.webp)