PERICULUM

PERICULUM CAPITAL MARKETS is a leading investment banking firm serving the corporate finance needs of middle and lower middle market companies. Headquartered in Indianapolis, IN, they wanted to reinforce their brand in the national market. With a desire to have their public messaging reflect their unique position, PERICULUM successfully reinvented their public persona from the ground up. With a brand strategy focused on their internal strengths of seeing beyond spreadsheets, their logo gives them a visual hint of this insight: the bar graph represents the typical data expected of the financial industry, but the boxes below the type are the same information simply from a different point of view.

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