Rankings
Organisation
Messaging
Visual Brand
Consistency
Quality
Saliency
Overall
1=
Artemis
16
16
16
16
16
80%

This is a business and brand who know who they are. They are confident in their own skin. The look and feel is original and brave and demonstrates a willingness to stand out from 'the crowd'. The Faberge egg is an instantly recognisable visual meme for the brand.

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1= Artemis

Messaging: 16, Visual Brand: 16, Consistency: 16, Quality: 16, Saliency: 16, Overall: 80%

This is a business and brand who know who they are. They are confident in their own skin. The look and feel is original and brave and demonstrates a willingness to stand out from 'the crowd'. The Faberge egg is an instantly recognisable visual meme for the brand.

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1=
Baillie Gifford
17
15
16
16
16
80%

The look and feel is modern, contemporary and fresh. It feels relevant and right for 2017. The big block type combined with unexpected imagery - which look at the world from different perspectives - creates impact and standout.

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1= Baillie Gifford

Messaging: 17, Visual Brand: 15, Consistency: 16, Quality: 16, Saliency: 16, Overall: 80%

The look and feel is modern, contemporary and fresh. It feels relevant and right for 2017. The big block type combined with unexpected imagery - which look at the world from different perspectives - creates impact and standout.

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3
M&G Investments
15
15
16
15
16
77%

M&G has an effective visual identity that is vibrant and positive. The simple and clean layouts feel confident and imply an openness and transparency which is no bad thing. The leaf-like overlays in a variety of colours create super-graphics that make content more ownable. More M&G.

3 M&G Investments

Messaging: 15, Visual Brand: 15, Consistency: 16, Quality: 15, Saliency: 16, Overall: 77%

M&G has an effective visual identity that is vibrant and positive. The simple and clean layouts feel confident and imply an openness and transparency which is no bad thing. The leaf-like overlays in a variety of colours create super-graphics that make content more ownable. More M&G.

4
J O Hambro Capital Management
14
14
15
15
16
74%

There is a refreshingly simple yet powerful idea at the heart of the J O Hambro brand: "we aim to be best, not the biggest". This disarming directness carries through to their visual identity which is confident, modern and direct. It feels professional and grown-up. Corporate but not cold. Akin to a management consultancy, but in a good way.

4 J O Hambro Capital Management

Messaging: 14, Visual Brand: 14, Consistency: 15, Quality: 15, Saliency: 16, Overall: 74%

There is a refreshingly simple yet powerful idea at the heart of the J O Hambro brand: "we aim to be best, not the biggest". This disarming directness carries through to their visual identity which is confident, modern and direct. It feels professional and grown-up. Corporate but not cold. Akin to a management consultancy, but in a good way.

5
Schroders
13
14
15
15
16
73%

The brand has real stature and an establishment feel. No surprise for a company that's been around for over 200 years. The navy blue is a distinct and ownable colour for Schroders. There is also good use of white space to keep the overall look and feel lighter and brighter. The 'statues' are synonymous with Schroders and are a powerful visual asset when used wisely and sparingly.

5 Schroders

Messaging: 13, Visual Brand: 14, Consistency: 15, Quality: 15, Saliency: 16, Overall: 73%

The brand has real stature and an establishment feel. No surprise for a company that's been around for over 200 years. The navy blue is a distinct and ownable colour for Schroders. There is also good use of white space to keep the overall look and feel lighter and brighter. The 'statues' are synonymous with Schroders and are a powerful visual asset when used wisely and sparingly.

6
Ruffer
16
15
14
15
12
72%

And now for something completely different. This is a boutique investing house with the conviction and willingness to stand out. It feels empathetic, warm and human. Yes. It might be 'marmite' but we sense they know what they are and who they're for.

6 Ruffer

Messaging: 16, Visual Brand: 15, Consistency: 14, Quality: 15, Saliency: 12, Overall: 72%

And now for something completely different. This is a boutique investing house with the conviction and willingness to stand out. It feels empathetic, warm and human. Yes. It might be 'marmite' but we sense they know what they are and who they're for.

7
Aberdeen Asset Management
15
13
14
14
15
71%

Aberdeen Asset Management is open, transparent, and simple. Confident but not arrogant. The central promise is based around the idea of simplicity, one that they deliver against in their messaging: "We take a refreshing approach. Just pure investment expertise."

7 Aberdeen Asset Management

Messaging: 15, Visual Brand: 13, Consistency: 14, Quality: 14, Saliency: 15, Overall: 71%

Aberdeen Asset Management is open, transparent, and simple. Confident but not arrogant. The central promise is based around the idea of simplicity, one that they deliver against in their messaging: "We take a refreshing approach. Just pure investment expertise."

8
St. James’s Place Wealth Management
13
14
14
14
15
70%

Comes across as an established wealth manager steeped in heritage and tradition. Uses lots of establishment cues from the lion statue to the brass plaque to the imposing doors and ornate handles. You can almost smell the wood panelling. It's interesting to note that they were not established in 1881 as the visual cues might suggest but rather more recently in 1991.

8 St. James’s Place Wealth Management

Messaging: 13, Visual Brand: 14, Consistency: 14, Quality: 14, Saliency: 15, Overall: 70%

Comes across as an established wealth manager steeped in heritage and tradition. Uses lots of establishment cues from the lion statue to the brass plaque to the imposing doors and ornate handles. You can almost smell the wood panelling. It's interesting to note that they were not established in 1881 as the visual cues might suggest but rather more recently in 1991.

9
Veritas Asset Management
14
13
13
14
14
68%

Veritas is about simplicity and focus. Layouts are simple, clean and clear. A confident and elegant type-led approach with no photography or illustration gives an uncluttered and focused feel. There is a simple and direct copy style and messaging. Refreshingly jargon-free and conversational in tone.

9 Veritas Asset Management

Messaging: 14, Visual Brand: 13, Consistency: 13, Quality: 14, Saliency: 14, Overall: 68%

Veritas is about simplicity and focus. Layouts are simple, clean and clear. A confident and elegant type-led approach with no photography or illustration gives an uncluttered and focused feel. There is a simple and direct copy style and messaging. Refreshingly jargon-free and conversational in tone.

10
Man Group
13
12
14
14
14
67%

Man Group is almost unique in leading with or even talking about the impact of technology on the investment management sector. We think this is strange considering that it's 2017 and technology is all but pervasive. They have a clear view that technology will play a key role in the future of active management. It is interesting to discover that they were founded in 1783 but are not straightjacketed by this heritage.

10 Man Group

Messaging: 13, Visual Brand: 12, Consistency: 14, Quality: 14, Saliency: 14, Overall: 67%

Man Group is almost unique in leading with or even talking about the impact of technology on the investment management sector. We think this is strange considering that it's 2017 and technology is all but pervasive. They have a clear view that technology will play a key role in the future of active management. It is interesting to discover that they were founded in 1783 but are not straightjacketed by this heritage.

11
Tilney
13
13
14
13
12
65%

The rainbow imagery brings some much needed colour into the space. The layouts are well designed and considered. The messaging is direct - "delivering financial peace of mind" - but lacks attitude and personality. The logo is nicely crafted but the rationale for the bird is unclear.

11 Tilney

Messaging: 13, Visual Brand: 13, Consistency: 14, Quality: 13, Saliency: 12, Overall: 65%

The rainbow imagery brings some much needed colour into the space. The layouts are well designed and considered. The messaging is direct - "delivering financial peace of mind" - but lacks attitude and personality. The logo is nicely crafted but the rationale for the bird is unclear.

12
Kames Capital
13
11
13
13
13
63%

A highly consistent application of the visual identity although it's more blue. The colour washes on the imagery dull rather than enhance the impact. The tone of voice and messaging are simple and direct: "innovative solutions for modern challenges".

12 Kames Capital

Messaging: 13, Visual Brand: 11, Consistency: 13, Quality: 13, Saliency: 13, Overall: 63%

A highly consistent application of the visual identity although it's more blue. The colour washes on the imagery dull rather than enhance the impact. The tone of voice and messaging are simple and direct: "innovative solutions for modern challenges".

13
Barings
12
12
12
12
13
61%

A confident albeit very corporate feel. An institution. The idea of “bringing new perspectives” is good but it is not immediately clear what they are. The logo is authoritative with a no-fuss elegance. With a little more love this could work a lot harder.

13 Barings

Messaging: 12, Visual Brand: 12, Consistency: 12, Quality: 12, Saliency: 13, Overall: 61%

A confident albeit very corporate feel. An institution. The idea of “bringing new perspectives” is good but it is not immediately clear what they are. The logo is authoritative with a no-fuss elegance. With a little more love this could work a lot harder.

14
Intermediate Capital Group
12
12
12
12
11
59%

There are a number of interesting elements to the visual identity. The colour palette including the use of orange gives energy to the communication. The bold type in blue and orange in headlines works well. Functional and generic messaging and imagery let it down.

14 Intermediate Capital Group

Messaging: 12, Visual Brand: 12, Consistency: 12, Quality: 12, Saliency: 11, Overall: 59%

There are a number of interesting elements to the visual identity. The colour palette including the use of orange gives energy to the communication. The bold type in blue and orange in headlines works well. Functional and generic messaging and imagery let it down.

15
Rockspring Property Investment Managers
11
11
11
13
12
58%

The layouts are well designed and considered. The logo has stature and impact and works well with the symbol. The visual metaphors are not as immediate or as obvious as they should be for ideas like “powered by fresh thinking”.

15 Rockspring Property Investment Managers

Messaging: 11, Visual Brand: 11, Consistency: 11, Quality: 13, Saliency: 12, Overall: 58%

The layouts are well designed and considered. The logo has stature and impact and works well with the symbol. The visual metaphors are not as immediate or as obvious as they should be for ideas like “powered by fresh thinking”.

16
Majedie Asset Management
11
10
12
12
11
56%

A refreshingly different and unusual colour palette. The role of the ‘place’ imagery in black and white is unclear. The headline copy and messaging – “cognitive diversity” for example – are interesting although copy elsewhere is overly long.

16 Majedie Asset Management

Messaging: 11, Visual Brand: 10, Consistency: 12, Quality: 12, Saliency: 11, Overall: 56%

A refreshingly different and unusual colour palette. The role of the ‘place’ imagery in black and white is unclear. The headline copy and messaging – “cognitive diversity” for example – are interesting although copy elsewhere is overly long.

17
Brooks Macdonald
9
12
11
12
11
55%

The layouts are elegant and considered with lots of white space. The functional headlines such as “focused approach” and “our ethos” don’t reveal any personality. Feels more corporate than it should as it lacks empathy and warmth.

17 Brooks Macdonald

Messaging: 9, Visual Brand: 12, Consistency: 11, Quality: 12, Saliency: 11, Overall: 55%

The layouts are elegant and considered with lots of white space. The functional headlines such as “focused approach” and “our ethos” don’t reveal any personality. Feels more corporate than it should as it lacks empathy and warmth.

18
RWC Partners
10
11
11
11
10
53%

A contemporary look and feel. The logo works well out of the black and has standout and impact. The messaging could be more focused and to the point. The imagery feels more relevant to infrastructure than to investment management in some cases.

18 RWC Partners

Messaging: 10, Visual Brand: 11, Consistency: 11, Quality: 11, Saliency: 10, Overall: 53%

A contemporary look and feel. The logo works well out of the black and has standout and impact. The messaging could be more focused and to the point. The imagery feels more relevant to infrastructure than to investment management in some cases.

19
Columbia Threadneedle
10
10
11
10
10
51%

A grown-up and corporate look and feel. The hero imagery and headlines work well and inject personality: “when it comes to investing, consistency is beautiful”. The illustrations by contrast are a little more clunky and lack the wit of other parts of the brand.

19 Columbia Threadneedle

Messaging: 10, Visual Brand: 10, Consistency: 11, Quality: 10, Saliency: 10, Overall: 51%

A grown-up and corporate look and feel. The hero imagery and headlines work well and inject personality: “when it comes to investing, consistency is beautiful”. The illustrations by contrast are a little more clunky and lack the wit of other parts of the brand.

20
Jupiter Asset Management
10
9
12
9
10
50%

It seems that the identity has been refreshed at the global level with nice ideas like “The Flow” and “Curious Minds” with interesting photography that engages. This doesn’t carry through to the UK site where only the logo has standout, with the rest looking dated.

20 Jupiter Asset Management

Messaging: 10, Visual Brand: 9, Consistency: 12, Quality: 9, Saliency: 10, Overall: 50%

It seems that the identity has been refreshed at the global level with nice ideas like “The Flow” and “Curious Minds” with interesting photography that engages. This doesn’t carry through to the UK site where only the logo has standout, with the rest looking dated.

21
Newton Investment Management
9
11
10
10
8
48%

Newton has made an effort to create an identity that stands out and it does. The white logo out of black has impact and feels contemporary. The illustration style is quirky but it has not been managed tightly enough to work to deliver effective messaging and communication.

21 Newton Investment Management

Messaging: 9, Visual Brand: 11, Consistency: 10, Quality: 10, Saliency: 8, Overall: 48%

Newton has made an effort to create an identity that stands out and it does. The white logo out of black has impact and feels contemporary. The illustration style is quirky but it has not been managed tightly enough to work to deliver effective messaging and communication.

22=
Hermes Investment Management
10
10
9
9
9
47%

The Hermes logo is one of the stronger and more memorable ones in the sector. The goal of helping people “invest better, retire better and create a better society for all” is admirable and nicely articulated. The imagery is tired and makes it feel fusty rather than feisty.

22= Hermes Investment Management

Messaging: 10, Visual Brand: 10, Consistency: 9, Quality: 9, Saliency: 9, Overall: 47%

The Hermes logo is one of the stronger and more memorable ones in the sector. The goal of helping people “invest better, retire better and create a better society for all” is admirable and nicely articulated. The imagery is tired and makes it feel fusty rather than feisty.

22=
Insight Investment
9
10
9
10
9
47%

The sponsorship of the photography prize has yielded positive results in the form of the hero imagery which is arresting and interesting. The rest of the site suffers by comparison with more mundane and generic imagery and layouts. The overall takeout contradicts a position which talks about innovation and disruption.

22= Insight Investment

Messaging: 9, Visual Brand: 10, Consistency: 9, Quality: 10, Saliency: 9, Overall: 47%

The sponsorship of the photography prize has yielded positive results in the form of the hero imagery which is arresting and interesting. The rest of the site suffers by comparison with more mundane and generic imagery and layouts. The overall takeout contradicts a position which talks about innovation and disruption.

24=
Impax Asset Management
8
10
11
9
8
46%

The Impax identity is elegant and well considered. The name itself says ‘impact’ which carries through into the messaging. The angles around the framing device in the logo are mirrored in how images are cropped. More distinctive imagery would elevate this brand’s distinctiveness.

24= Impax Asset Management

Messaging: 8, Visual Brand: 10, Consistency: 11, Quality: 9, Saliency: 8, Overall: 46%

The Impax identity is elegant and well considered. The name itself says ‘impact’ which carries through into the messaging. The angles around the framing device in the logo are mirrored in how images are cropped. More distinctive imagery would elevate this brand’s distinctiveness.

24=
Stonehage Fleming
10
9
10
9
8
46%

The British racing green combined with the pilot imagery feel odd initially until the pioneering spirit idea comes through. The principles are compelling and cleverly written but the overall effect lacks the intimacy and the personal touch of a family office. Where is the human touch?

24= Stonehage Fleming

Messaging: 10, Visual Brand: 9, Consistency: 10, Quality: 9, Saliency: 8, Overall: 46%

The British racing green combined with the pilot imagery feel odd initially until the pioneering spirit idea comes through. The principles are compelling and cleverly written but the overall effect lacks the intimacy and the personal touch of a family office. Where is the human touch?

26=
Quilter Cheviot
8
9
11
9
8
45%

The Quilter Cheviot logo with the QC monogram is elegant and effective. The typeface for the headlines continues that elegant theme. The first impression is that the imagery makes it feel more like a fractional ownership company as opposed to an investment house.

26= Quilter Cheviot

Messaging: 8, Visual Brand: 9, Consistency: 11, Quality: 9, Saliency: 8, Overall: 45%

The Quilter Cheviot logo with the QC monogram is elegant and effective. The typeface for the headlines continues that elegant theme. The first impression is that the imagery makes it feel more like a fractional ownership company as opposed to an investment house.

26=
TT International
8
10
10
9
8
45%

A confident and modern identity. The layouts are simple and clean. Imagery is fairly generic – cityscapes – but is still striking due to the visual treatment. The logo is unexpectedly quiet and is a little too close to the Financial Times logo to be truly ownable and distinctive.

26= TT International

Messaging: 8, Visual Brand: 10, Consistency: 10, Quality: 9, Saliency: 8, Overall: 45%

A confident and modern identity. The layouts are simple and clean. Imagery is fairly generic – cityscapes – but is still striking due to the visual treatment. The logo is unexpectedly quiet and is a little too close to the Financial Times logo to be truly ownable and distinctive.

28=
BlueBay Asset Management
9
8
9
9
9
44%

The BlueBay idea is translated literally into waves and water as part of the identity. The layouts are simple and easy to follow. The videos are helpful and humanise the communication. No real personality comes through so it lacks stand out.

28= BlueBay Asset Management

Messaging: 9, Visual Brand: 8, Consistency: 9, Quality: 9, Saliency: 9, Overall: 44%

The BlueBay idea is translated literally into waves and water as part of the identity. The layouts are simple and easy to follow. The videos are helpful and humanise the communication. No real personality comes through so it lacks stand out.

28=
Henderson Global Investors
8
7
10
9
10
44%

The slate and red colour palette is unusual and is therefore distinctive. The visual identity and communication is workmanlike rather than inspiring. There is a mix of image styles which seem to compete rather than complement one another.

28= Henderson Global Investors

Messaging: 8, Visual Brand: 7, Consistency: 10, Quality: 9, Saliency: 10, Overall: 44%

The slate and red colour palette is unusual and is therefore distinctive. The visual identity and communication is workmanlike rather than inspiring. There is a mix of image styles which seem to compete rather than complement one another.

28=
TwentyFour Asset Management
7
10
10
9
8
44%

The symbol in the logo is very reminiscent of BP’s helios which means it’s difficult to truly own as a visual property. The messages are direct and simple and the fixed income specialist positioning is clear.

28= TwentyFour Asset Management

Messaging: 7, Visual Brand: 10, Consistency: 10, Quality: 9, Saliency: 8, Overall: 44%

The symbol in the logo is very reminiscent of BP’s helios which means it’s difficult to truly own as a visual property. The messages are direct and simple and the fixed income specialist positioning is clear.

31
Mondrian Investment Partners
8
8
8
8
9
41%

The use of the globe symbol in the logo feels over familiar and a category cliché. The building imagery does not help with setting the brand and the proposition apart. The messaging is short and direct but is insider as opposed to client focused due to being jargon heavy.

31 Mondrian Investment Partners

Messaging: 8, Visual Brand: 8, Consistency: 8, Quality: 8, Saliency: 9, Overall: 41%

The use of the globe symbol in the logo feels over familiar and a category cliché. The building imagery does not help with setting the brand and the proposition apart. The messaging is short and direct but is insider as opposed to client focused due to being jargon heavy.

32
Walter Scott & Partners
8
8
8
8
8
40%

The visual language creates the impression of being established, traditional and with a long heritage. The claim for the need for ‘eclectic’ people seems at odds with the thoroughly vanilla communication.

32 Walter Scott & Partners

Messaging: 8, Visual Brand: 8, Consistency: 8, Quality: 8, Saliency: 8, Overall: 40%

The visual language creates the impression of being established, traditional and with a long heritage. The claim for the need for ‘eclectic’ people seems at odds with the thoroughly vanilla communication.

33=
Ashmore Group
8
7
9
7
8
39%

The emerging market focus comes through in the imagery but outside of that the visual identity is timid and makes Ashmore feel small. There is obviously a strong story to be told here but it’s not being communicated effectively.

33= Ashmore Group

Messaging: 8, Visual Brand: 7, Consistency: 9, Quality: 7, Saliency: 8, Overall: 39%

The emerging market focus comes through in the imagery but outside of that the visual identity is timid and makes Ashmore feel small. There is obviously a strong story to be told here but it’s not being communicated effectively.

33=
Edinburgh Partners
6
7
8
8
10
39%

The look and feel is very conservative and uses uninspiring imagery to play up its Edinburgh-ness. The messaging is functional and generic and therefore the personality and point of view of the firm is lacking.

33= Edinburgh Partners

Messaging: 6, Visual Brand: 7, Consistency: 8, Quality: 8, Saliency: 10, Overall: 39%

The look and feel is very conservative and uses uninspiring imagery to play up its Edinburgh-ness. The messaging is functional and generic and therefore the personality and point of view of the firm is lacking.

35
Tristan Capital Partners
7
7
9
7
8
38%

The investment philosophy which is “to make real estate investment management as boring as possible” brings some wit to the communication. Unfortunately, the cityscape imagery and the overuse of the compass visual as well as the page layouts deliver on the promise of making it boring.

35 Tristan Capital Partners

Messaging: 7, Visual Brand: 7, Consistency: 9, Quality: 7, Saliency: 8, Overall: 38%

The investment philosophy which is “to make real estate investment management as boring as possible” brings some wit to the communication. Unfortunately, the cityscape imagery and the overuse of the compass visual as well as the page layouts deliver on the promise of making it boring.

36
Millenium Global Investments
7
7
8
7
8
37%

The strapline – “Our commitment, your solution” – doesn’t say very much about Millennium. The people photography and use of globes means the brand feels generic and old fashioned.

36 Millenium Global Investments

Messaging: 7, Visual Brand: 7, Consistency: 8, Quality: 7, Saliency: 8, Overall: 37%

The strapline – “Our commitment, your solution” – doesn’t say very much about Millennium. The people photography and use of globes means the brand feels generic and old fashioned.

37
Stanhope Capital
7
7
8
6
8
36%

The website is quite simple and clear but feels a little dated. ‘Objectivity’, ‘alignment of interest’ and ‘intelligence’ are potentially good claims but they do not seem truly differentiating or ownable.

37 Stanhope Capital

Messaging: 7, Visual Brand: 7, Consistency: 8, Quality: 6, Saliency: 8, Overall: 36%

The website is quite simple and clear but feels a little dated. ‘Objectivity’, ‘alignment of interest’ and ‘intelligence’ are potentially good claims but they do not seem truly differentiating or ownable.

38
Record Currency Management
7
6
9
6
7
35%

Simple and clear navigation with good use of white space for readability. The brand and visual identity do not reflect a company with nearly 35 years heritage and with such sophisticated capabilities.

38 Record Currency Management

Messaging: 7, Visual Brand: 6, Consistency: 9, Quality: 6, Saliency: 7, Overall: 35%

Simple and clear navigation with good use of white space for readability. The brand and visual identity do not reflect a company with nearly 35 years heritage and with such sophisticated capabilities.

39=
Asset Management One International
6
6
8
6
8
34%

Clean and simple layouts with lots of white space. The lack of imagery means there are no visual cues that this is an asset management proposition. Communication is functional but lacks personality and attitude.

39= Asset Management One International

Messaging: 6, Visual Brand: 6, Consistency: 8, Quality: 6, Saliency: 8, Overall: 34%

Clean and simple layouts with lots of white space. The lack of imagery means there are no visual cues that this is an asset management proposition. Communication is functional but lacks personality and attitude.

39=
EFG Asset Management
6
6
8
7
7
34%

The colour palette is quite anaemic and lacks impact. The role of the hexagons in the visual identity is unclear. Messages are generic and their points of difference and value proposition are unclear.

39= EFG Asset Management

Messaging: 6, Visual Brand: 6, Consistency: 8, Quality: 7, Saliency: 7, Overall: 34%

The colour palette is quite anaemic and lacks impact. The role of the hexagons in the visual identity is unclear. Messages are generic and their points of difference and value proposition are unclear.

41
CQS
7
6
7
6
7
33%

They are attempting to tell a story but it’s quite generic and dull. The colour palette of greys and blues lacks impact and is not distinctive or ownable.

41 CQS

Messaging: 7, Visual Brand: 6, Consistency: 7, Quality: 6, Saliency: 7, Overall: 33%

They are attempting to tell a story but it’s quite generic and dull. The colour palette of greys and blues lacks impact and is not distinctive or ownable.

42
Aspect Capital
6
6
7
7
6
32%

The messaging talks about having a scientific approach but the thought is lost in jargon. The visual identity lacks personality and any real stature.

42 Aspect Capital

Messaging: 6, Visual Brand: 6, Consistency: 7, Quality: 7, Saliency: 6, Overall: 32%

The messaging talks about having a scientific approach but the thought is lost in jargon. The visual identity lacks personality and any real stature.

43
Neptune Investment Management
6
6
7
6
6
31%

Another ‘blue brand’. The visual language is generic and the logo underwhelming. “Real world investors” is potentially a strong idea but it is not exploited or followed through effectively.

43 Neptune Investment Management

Messaging: 6, Visual Brand: 6, Consistency: 7, Quality: 6, Saliency: 6, Overall: 31%

Another ‘blue brand’. The visual language is generic and the logo underwhelming. “Real world investors” is potentially a strong idea but it is not exploited or followed through effectively.

44=
Genesis Asset Managers
6
5
7
6
6
30%

The photography helps to communicate a clear focus on emerging markets. The visual brand lacks impact and feels apologetic. As a research-driven firm one would expect a more sophisticated, considered and intelligent visual identity.

44= Genesis Asset Managers

Messaging: 6, Visual Brand: 5, Consistency: 7, Quality: 6, Saliency: 6, Overall: 30%

The photography helps to communicate a clear focus on emerging markets. The visual brand lacks impact and feels apologetic. As a research-driven firm one would expect a more sophisticated, considered and intelligent visual identity.

44=
Liontrust Asset Management
7
6
5
6
6
30%

The ‘courage of our convictions’ and ‘pride in our culture’ ideas are nice and the lion imagery inevitable. Layouts are busy with small type sizes that mean there are readability issues. The rationale for the green arrow in the logo is unclear.

44= Liontrust Asset Management

Messaging: 7, Visual Brand: 6, Consistency: 5, Quality: 6, Saliency: 6, Overall: 30%

The ‘courage of our convictions’ and ‘pride in our culture’ ideas are nice and the lion imagery inevitable. Layouts are busy with small type sizes that mean there are readability issues. The rationale for the green arrow in the logo is unclear.

44=
Rogge Global Partners
6
6
6
6
6
30%

The messaging is weak and unengaging. The story that is being told is unclear. Layouts are uninspiring with one template being used for everything. Little evidence of a considered visual identity.

44= Rogge Global Partners

Messaging: 6, Visual Brand: 6, Consistency: 6, Quality: 6, Saliency: 6, Overall: 30%

The messaging is weak and unengaging. The story that is being told is unclear. Layouts are uninspiring with one template being used for everything. Little evidence of a considered visual identity.

47
Patron Capital Partners
6
5
5
6
6
28%

Some of the messaging is written in a compelling and interesting way: “Unequivocally forward looking, actively opportunity seeking, focused and forensic”. The logo is overly complicated and does not reflect the scale, stature or sophistication of the firm.

47 Patron Capital Partners

Messaging: 6, Visual Brand: 5, Consistency: 5, Quality: 6, Saliency: 6, Overall: 28%

Some of the messaging is written in a compelling and interesting way: “Unequivocally forward looking, actively opportunity seeking, focused and forensic”. The logo is overly complicated and does not reflect the scale, stature or sophistication of the firm.

48
H20 Asset Management
5
5
6
5
5
26%

For such a young firm – established 2010 – the visual identity feels very dated. There is nothing wrong with visual metaphors related to water when your name is H2O but these feel simplistic and ill-considered.

48 H20 Asset Management

Messaging: 5, Visual Brand: 5, Consistency: 6, Quality: 5, Saliency: 5, Overall: 26%

For such a young firm – established 2010 – the visual identity feels very dated. There is nothing wrong with visual metaphors related to water when your name is H2O but these feel simplistic and ill-considered.

49
Marathon Asset Management
5
5
5
5
5
25%

The white type on the red is distinctive and avoids the sector norm of various shades of blue. The name and logo are strong but the thinking behind each and how they relate to Marathon’s approach and philosophy are unclear.

49 Marathon Asset Management

Messaging: 5, Visual Brand: 5, Consistency: 5, Quality: 5, Saliency: 5, Overall: 25%

The white type on the red is distinctive and avoids the sector norm of various shades of blue. The name and logo are strong but the thinking behind each and how they relate to Marathon’s approach and philosophy are unclear.

50
Adrian Lee & Partners
4
4
4
4
4
20%

Unusual imagery set around a grid. At this point it appears to be more like a holding page while the site is being updated due to lack of content and navigation.

50 Adrian Lee & Partners

Messaging: 4, Visual Brand: 4, Consistency: 4, Quality: 4, Saliency: 4, Overall: 20%

Unusual imagery set around a grid. At this point it appears to be more like a holding page while the site is being updated due to lack of content and navigation.