Alpha Capital Family Office

About This Project

Alpha Capital Family Office is an esteemed family office based in Denver, Colorado. In preparation for their new launch, ACFO required a new logo to express an elevated, high-end service offering to their private wealth clients.  

For the new reimagining of the AFCO brand, the client wanted the “AC” abbreviation of the business name Alpha Capital Family Office to take centre stage and be the main focus of the logo composition.

Where previously, their formative logo used a thick and bulbous typeface, the new logo boasts a sleek and structured custom typographical illustration that combines the elegant and timeless serif font within the ‘A’ with a modern sans-serif font for the ‘C’. 

One of the key focuses of the logo rebrand was incorporating the fact that Alpha Capital Family Offices emphasises the creation of generational wealth. Beyond creating a strong financial standing for the entire existing family, they also focus on creating wealth for future generations to come. With this, the placement of “Family Office’ within the open bowl of the ‘C’ letter denotes a circle that never fully closes with the financial managers in the middle, effectively allowing new family members to enter the succession.

Based in Denver, Alpha Capital Family Offices wanted to reflect the natural surroundings of their location within their logo. Deep hues of blue—a colour chosen to convey trust and reassurance, ideal for financial brands—echo the state’s lakes, mountains and rivers, while hits of gold nod to the business category of wealth management.
Logo and brand design by Lisa Bailey Studio.