ATP is a private equity and venture capital firm that invests in new drugs and devices. Founded in 1999, the $1.5 billion fund backs entrepreneurs who are building companies in pharmaceutical development, therapeutics, and medical equipment. Pentagram has designed a new identity and website that reflect the specialized focus of the firm and its roots in science, medicine and technology.
The identity highlights a new treatment of the firm’s name, which is formally Apple Tree Partners. It is colloquially known as “ATP” and wanted to feature this pared-down acronym in its branding. This efficiency influenced the design of the logotype, which is set in the clean, neutral Akzidenz-Grotesk. The spacing of the full name is still present, with room for the missing letters that are never seen.
Expressions of the brand follow this streamlined, minimalist ethos. The website is organized in a simple, precise 4-column layout, aligned with the initials of the identity. The only clue to the fund’s full name is in the URL.