Brand development and website for a technology fund manager creating longterm, durable value.
27/17 Partners invests in technology, business services, and healthcare services companies, while focusing on high-quality businesses with predictable revenue streams in North America, Europe, and APAC. 27/17 stands out by bringing a private equity playbook to public markets. Their name stems from a proverb rooted in the concept of “iron sharpening iron,” the idea that people and entities can influence and challenge each other to become better, stronger, and more successful. 8PTS partnered with 27/17 to develop a strategic visual brand system and website to better represent their business and foundational ideas.
The new brand reflects 27/17 Partners’ value-oriented and opportunity-seeking approach, featuring a modern serif wordmark paired with a confident, deep blue palette that together signal integrity and boundless knowledge. The logo serif is a nod to tradition while exhibiting a confident stance through the more modern upright serif/terminal at the base of the number 2. The complementary sans serif selected for the brand has unique flat, stable curves in the “l” and “t” generating a forward yet grounded feeling.
The brand system components combine to create a serious, polished, innovative and modern atmosphere that highlights a sense a of light, sharpness and glowing discovery.
Jen Roos, Founder and Creative Director
The rich blue selected for the brand contrasts with a glowing light blue and references the notion of looking deeper to uncover and reveal opportunities for growth. Glowing dynamic gradients convey momentum, clarity, and a forward-thinking perspective, while a system of layered illustrations reinforces the idea of looking below to reveal hidden opportunities and unlock potential for growth. Overall the brand system components combine to create a serious, polished, innovative and modern atmosphere that highlights a sense a of light, sharpness and glowing discovery.
The result is a thoughtful brand system that positions 27/17 Partners as a deeply knowledgeable, disciplined investment partner, working alongside management teams to uncover long-term value and drive lasting returns for investors.
The website was developed to be dynamic, clear and knowledge-rich with a focus on typographic hierarchy and information organization. The 27/17 team is highly analytical and the new website conveys rich information with sharp clarity and engagement.
Visitors to the site encounter a confident, stable yet forward-looking brand rooted in deep discovery. Visitors can easily navigate the technical frameworks and disciplined data and strategies that 27/17 employs. Striking motion-based elements activate the main ideas behind 27/17’s brand and generate thoughtful engagement.
