General Atlantic
Founded by legendary philanthropist and investor Chuck Feeney, General Atlantic is a global investment leader widely regarded as a pioneer of growth equity. After more than 40 years of investment success, the firm had evolved beyond its original scope, expanding its service offerings beyond growth equity and broadening its approach.
General Atlantic enlisted Team to create an updated brand strategy, visual identity, and website that could reflect the firm’s evolution without losing its rich history. Team conducted over two dozen interviews and focus groups with GA leaders worldwide to crystallize the core elements of the firm’s story and create a strategic framework anchored around a singular brand idea — powering visionary growth.
Team created a refreshed visual identity centered around the concept of depth, echoing the deep sector expertise and robust company-building capabilities of General Atlantic’s investment platform. Taking thematic cues from the inspiration for General Atlantic’s original logo — Hokusai’s The Great Wave off Kanagawa — the design system distills complex information into a refined, minimal, and intelligent look and feel. As the user interacts with the brand, information density is revealed through dimensional and expansive brand elements.
Blending a refined design system and optimistic, visionary visuals that reflects the firm’s future-facing aspirations, the new visual identity celebrates General Atlantic’s past while setting the stage for continued, long-term growth.
The updated logo harkens back to the inspiration for General Atlantic’s original logo, Hokusai’s The Great Wave off Kanagawa. The wave has shown up as a motif throughout all the brand’s iterations.
Graphic depth markers serve as a signature motif throughout the brand, reinforcing a visual theme drawn from the firm’s deep expertise and robust investment platform.
