Ballast Capital
Advisors
When it came to refreshing the Ballast brand it was important to strike a balance between modern and heritage to create something both timeless and relevant. On a boat, a ballast is used to provide stability and act as a counterweight to resist lateral force. As a capital advisory group, Ballast provides stability, advocates for, and protects the financial legacies of, their clients.
Flexible Logo System
Naval proofing marks, originally seen on cannons, were a stamp of approval. and a guarantee of quality and craftsmanship. The idea to then combine an iconic boat ballast with a monogram-mark seemed only fitting and became a modern mark of stability and longevity for the Ballast brand.
While the primary logo gets the most use across branded touchpoints, a suite of responsive logos was also developed for special use-case scenarios.
With the addition of the “capital advisors” line, the formal logo builds on the primary mark with a clear-cut descriptor, defining the “who” and “what” of Ballast quickly.
In tactics and placements where more is communicated about Ballast, but vertical logo space is limited,
the horizontal and wordmark logos come into play.
Used to supplement the brand experience, these secondary marks were developed to support and expand on branded interactions, both in digital and print. These three marks most closely represent the naval proof mark concept, and the gaurantee it stands for.
Color Palette
The Ballast brand swatches take inspiration from naval and nautical themes, drawing on seafairing characteristics like the need to be discerning, propitious and adept while navigating such an ever-changing landscape. It draws parallels between a seaman’s most necessary skillset of constantly reading the water and weather to an investor’s watchful eye on a dynamic market.
Typography
Decimal 1 Pro is a robust type family. With twelve styles, spanning light to black weights, this singular type family creates endless opportunities for all of Ballast’s communication needs.
