Aa
Cormorant Garamond
Wordmark only
ASSETREE
The Assetree identity
A visual system for a modern private investment house: classical in its confidence, minimal in its expression.
An A that grows
A high-contrast capital, drawn like the engraved letters on a banknote, with a single gold leaf growing inside it. The mark is also the first letter of the wordmark, so the name and the symbol are one.
- Hairline and stemA thin and a thick stroke, the poise of classic engraving.
- The leafNew growth, sheltered by a strong structure.
- SerifsFine hairline feet that ground the mark and echo the wordmark.
Quiet, confident, always legible
ssetree
ssetree
ssetree
Clear spaceKeep clear space equal to the height of the leaf on every side.
Minimum sizeMark 16px on screen, 6mm in print. Full wordmark 90px wide.
WordmarkThe mark is the A of ASSETREE, set a touch taller than the Cormorant Garamond SemiBold capitals, tracked +30%. Never redraw or substitute.
Deep ink, old money, new growth
Ink and forest for depth, bone and paper for calm, and brass, used sparingly, for the moments that matter. Click a swatch to copy it.
Editorial voice, engineered detail
Aa
Instrument Serif
Headlines
Nurturing Growth
Aa
Inter Tight
Body and interface
We invest in the entrepreneur, not just the business.
Nothing pops. Everything grows.
Trace, then fill
Forms are drawn before they are filled, so value is seen being built.
Rise into place
Rise into place
Type rises from a mask: quick to arrive, slow to settle. Confident, never bouncy.
Compound
A branching growth system where capital flows from root to tip. Reserved for hero moments.
Speak like a trusted partner
Rooted
Grounded in fundamentals and real assets. Plain words about value and risk.
Patient
We think in years, not quarters. Calm and assured, never breathless.
Unorthodox
A hybrid perspective that finds value others miss, expressed with quiet wit.
Nurturing Growth
Grow with Us