Skip to main content

Work Ethic Design LLC is Jake Wright, graphic designer.

Currently available
for new projects.

GPES

brand identity | logo

Overview

A distinct logotype and branded house strategy frame the offerings of this fund management software company with familial origins.

Backing up a Bit

Prior to GPES, I updated the visual branding of its sister company—GP Fund Solutions (GPFS)—a fund administrator based in New York with offices abroad. Ambitious, highly-skilled and devoutly employee-focused, GPFS had out-grown the wardrobe of its initial branding and sought an aesthetic refinement to better reflect the values and position it occupies within the accounting industry. To that, I created several brand refinements starting with a logo rework, color and typography selection, compositional arrangements and original photography, all culminating in the design and buildout of a new website. A sacred cow, the company's original symbol found a harmonious pairing beside thoughtfully-selected type in several new, handsome arrangements. 

Old GP Fund Solutions logo

previous GPFS logo

GPFS Work Ethic Design LLC

updated GPFS logo
(set in New Atten)

additional lockups for added flexibility
GPFS Work Ethic Design LLC
GPFS Work Ethic Design LLC
GPFS Work Ethic Design LLC

original photography

Now to GPES: a fund management software company, the disparate but genetically-related sibling to GPFS. 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

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

Full Logo Badge

Et voilà
GPES Work Ethic Design LLC
GPES Work Ethic Design LLC

badge with full clarifier
(set in URW DIN)

GPES Work Ethic Design LLC
mini badge
GPES Work Ethic Design LLC
optional all-text
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
GPES Work Ethic Design LLC
GPES Work Ethic Design LLC
GPES Work Ethic Design LLC

"Powered by" logos

Clarifiers for downstream partnerships.

GPFS Work Ethic Design LLC
GPFS Work Ethic Design LLC
GPFS Work Ethic Design LLC