Aequalitas
A brand that transforms impact into action
Aequalitas Capital Partners is an impact investment and ESG advisory firm committed to driving sustainable growth with accountable capital. Rooted in international development, their mission is to create a more impactful, inclusive economy. designlaboratory* was commissioned to create a brand identity and website that reflects their values of transformation, equality, and trust. The identity was crafted to embody Aequalitas’ journey towards a more equitable world, translating their vision into a cohesive visual language.
Discipline
Sector
Deliverables
Logo design
Team
Boris Thuery
Jack Frost
Pierre-Félix So
Ilaria Basso
Ed Kirwan
Abbie Lysaght-Mason
Date
2019
The concept centres on the unique word ‘Aequalitas’ and its use of the ‘ae’ grapheme – a traditional pairing of letters that forms a symmetrical shape, symbolising unity. This visual metaphor mirrors Aequalitas’ mission to bring about transformation and equality through collaboration.
The brand’s colour palette draws inspiration from Tanzanite, a rare, pleochroic stone that shifts in colour depending on perspective. This gradient represents the journey of progress and growth, incorporating shades of dark blue, purple, and lilac. The ‘journey line’ in the logo symbolises movement and energy, reflecting Aequalitas’ commitment to positive change and a future of inclusive prosperity.
Geetha Tharmaratnam - CEO & Founding Partner