When it was founded in 1983, Chicago-based Ariel Investments became the first-black-owned mutual fund firm in the country. Today, the firm manages over $15 billion in assets and continues to push for inclusiveness in business and finance. In 2021, 2x4 created a new brand strategy and identity for the trailblazing firm. Our approach built on Ariel’s foundational commitment to diversity while keeping an eye to the present moment to create a contemporary brand strategy for a Wall Street institution.
Our design strategy centered around the idea of Active Patience®. Matching the dynamism and urgency of the cultural moment, this rebrand reiterates that Ariel is patient but never static. In order to establish a clearer voice and distinctive style we simplified the wordmark, implemented a new modern color and art direction, and developed a system of patterns inspired by their iconic tortoise.
