Branding for Affram Capital, London

Affram Capital specialise in trading in commodities on a worldwide basis. The company's founder, Edem Affram, envisaged a very traditional brand which would give an established feel from the start with a prominent motif forming a 'seal of approval'.

The motif and company name are linked with the use of a monogram of the company initials which led to a completely bespoke letter 'A' being formed, with the cross section taking the form of the upper part of the 'C'. The surrounding elements symbolise a compass, with arrows pointing both inwards and outwards referencing the trade and exchange of primary products.