A brand refresh gets to the heart of what makes investment companies special.

For nearly 90 years, the Association of Investment Companies has represented publicly-listed investment companies – investment funds whose shares can be bought and sold on the stock market. A brand refresh communicates the benefits of these ‘closed-end’ funds and their advantages over other types of investments.

A roundel at the centre of the refresh represents the closed-end structure that gives the investment companies their unique freedom and flexibility. This was rolled out across member and marketing communications in print and online.

The roundel concept was successfully extended to work across a range of collateral for Venture Capital Trusts, a popular category of closed-end funds.