SCROLL BRANDING & STRATEGIES BY JEREMIE YEUNG FIG CAPITAL

Fig The color and shape of a fig is quite particular. However, it is mostly
round in shape and its color varies from green to violet.

As violet isn't the most suitable color for a corporate brand, tones of green
were used. Tree Trees symbolise life, wisdom, growth and prosperity. As a group of
companies, FIG Capital is quite similar to a tree which if full of life, growth
and prosperity.

The "f" forms a tree trunk shape which represents the pillar of all the
branches, leaves and fruits. The pillar of all subsidiaries. Bearing Fruits As communicated by the founding owners of the company, the brand
aimed to be an illustrative representation of a fruitful tree unlike the
barren fig tree mentioned in the Bible.

Hence the positioning of the dot in the 'I' was aimed to represent a fig
fruit. This was strategically positioned in the FIG logo brand to illustrate
the company brand as a fruitful fig tree. CONCEPTUALISATION

LOGO DESIGN

Baskerville Old Face Baskerville Perpetua Regular TYPOGRAPHY Semibold Bold Baskerville Old Face Baskerville Perpetua Regular TYPOGRAPHY Semibold Bold Baskerville Old Face Baskerville Perpetua Regular TYPOGRAPHY Semibold Bold Baskerville Old Face Baskerville Perpetua Regular TYPOGRAPHY Bold Baskerville Old Face Baskerville Perpetua Regular TYPOGRAPHY Bold Baskerville Old Face Baskerville Perpetua Regular TYPOGRAPHY

LOGO PLACEMENTS

SECONDARY COLOUR
#738472
R115 G132 B114
C57 M36 Y56 K10 SECONDARY COLOUR
#232323
R35 G35 B35
C71 M65 Y64 K72 LOGO SECONDARY COLOUR
#8AA08C
R138 G160 B140
C49 M26 Y48 K2 PRIMARY COLOUR
#FFFFFF
R255 G255 B255
C0 M0 Y0 K0 PRIMARY COLOUR
#444A46
R68 G74 B70
C68 M56 Y61 K41 SECONDARY COLOUR
#CCCCCC
R204 G204 B204
C19 M15 Y16 K0 COLOUR PALETTE

Primary Logo Secondary Logo

VISUAL IDENTITY