The Pretium Group was a new fund company venture being formed by group of seasoned investment professionals. It was founded on a series of ‘value-based’ investment principals that were designed to remove the volatility from short-term investing and outperform the market in the long term. Graymatter was engaged by the group to first develop the brand name. After a series of name generation sessions, the name Pretium was chosen, being the Latin word for ‘value’. We then embarked on developing the brand identity that would represent the company. We explored a wide variety of options with the final iteration featuring a powerful shield icon with a sword graphic that represents the strength and stability of the company. The gold colouring of the shield conveys confidence and stature. The same stylized ‘P’ from the sword is used in the word mark, along with a bold, serif font that delivers a distinct look to the brand.