New Brand Identity & Website

Aequalitas Capital Partners is an impact investment and ESG (Environmental, Social and Governance) advisory firm with international development at its core. It is committed to creating sustainable growth, with accountable capital and actions for a more impactful, inclusive economy.


The Design Laboratory was commissioned to design their brand identity and website.


The foundation of this concept focuses on the unique and curious word ‘Aequalitas’, which uses the letter pairing ‘ae’. This grapheme is a traditional culmination of two individual letters, coming together to form a symmetrical shape, united as one. In this direction, the grapheme tells the story of Aequalitas’ mission to offer a journey of transformation, equality, trust, and respect.


Aequalitas’ brand takes its colour inspiration from Africa’s rare stone Tanzanite. This beautiful crystal is pleochroic: it appears to be different colours when viewed from different perspectives, ranging from dark blue, purple and lilac.


The gradient of colour through the ‘journey line’ in the logo shows transition, progress, growth and energy, while using Tanzanite’s unique and different colours. 

Brand Identity & Digital

The Design Laboratory

Tileyard Studios

37 Tileyard Road

London, N7 9AH

United Kingdom

The Design Laboratory 2020