Complete visual identity for a Swedish finance and investment company — from logo concepts to graphic profile and branding materials.
Customer
Capitello Finans AB
_______________________
Sweden
Year
2025
Background
Capitello Finans is a Swedish finance company aimed at simplifying the complex — keeping businesses moving and creating growth with clarity and trust as its foundation. They came to OUF without an established visual identity, with a clear need: a brand that would hold in all contexts, from digital platforms to physical profile materials, and that directly signaled seriousness and forward movement in the Swedish financial market.
Challenge
The financial industry is full of identities that are either chillingly generic or overly conservative. The challenge was to give Capitello a visual language that stands out without losing credibility — a brand that feels modern and accessible, yet stable enough to bear the weight of financial relationships. Nothing could look like a startup project. Everything had to maintain a professional standard from day one.
Strategy
Before a single form was designed, the essence of the brand was defined: upward movement, liquidity, and trust. The logo concept was based on the natural flow of money — smooth and continuous — transformed into an ascending curve inside a square. A form that reads like a graph, an arch, and a promise all at once. The color palette was built around deep, earthy tones with financial weight: Vault Green as the primary color, Heritage Gold as a complement, and Dividend Gold as an accent color for energy. The typography combines Outfit for headings with Inter for body text — a pair that balances modern readability with structural authority.
1
1
Named brand colors
Named brand colors
2
2
Logo variants — primary & symbol
Logo variants — primary & symbol
3
3
Built from the ground up
Built from the ground up
Visual system
The logo consists of a primary version with a symbol and wordmark, as well as a standalone secondary symbol for limited spaces and digital contexts. The color system includes five named colors: Vault Green (#2E5242), Heritage Gold (#C9B37E), Liquidity Sage (#5E7D71), Dividend Gold (#FAAF40), and Ledger Black (#414042). The typography pairs Outfit Bold/Medium for headings with Inter Regular/Light for body text. The visual identity was applied to business cards with a curved symbol in Heritage Gold against Vault Green, phone background, facade sign, leather key tag with embossed logo, as well as a leather portfolio — all mockups showcased the identity's versatility and luxurious feel in physical materials.
Result
Capitello went from zero to a cohesive graphic profile with immediate recognition. The visual identity communicates what the brand needs to convey in a competitive industry: movement, precision, and trust. The brand is built to scale — from an icon in an app to a sign on a façade — without losing its character.
Deliveries
Primary logo (symbol + wordmark), secondary logo (standalone symbol), 5 color-defined brand colors with CMYK/RGB/HEX values, typography system (Outfit + Inter), logo variations on all background colors, business card, phone background, facade sign, leather key tag with embossing, leather portfolio with embossed logo, brand guidelines (do's/don'ts for logo usage).
Latest projects
Complete visual identity for a Swedish finance and investment company — from logo concepts to graphic profile and branding materials.
Customer
Capitello Finans AB
_______________________
Sweden
Year
2025
Background
Capitello Finans is a Swedish finance company aimed at simplifying the complex — keeping businesses moving and creating growth with clarity and trust as its foundation. They came to OUF without an established visual identity, with a clear need: a brand that would hold in all contexts, from digital platforms to physical profile materials, and that directly signaled seriousness and forward movement in the Swedish financial market.
Challenge
The financial industry is full of identities that are either chillingly generic or overly conservative. The challenge was to give Capitello a visual language that stands out without losing credibility — a brand that feels modern and accessible, yet stable enough to bear the weight of financial relationships. Nothing could look like a startup project. Everything had to maintain a professional standard from day one.
Strategy
Before a single form was designed, the essence of the brand was defined: upward movement, liquidity, and trust. The logo concept was based on the natural flow of money — smooth and continuous — transformed into an ascending curve inside a square. A form that reads like a graph, an arch, and a promise all at once. The color palette was built around deep, earthy tones with financial weight: Vault Green as the primary color, Heritage Gold as a complement, and Dividend Gold as an accent color for energy. The typography combines Outfit for headings with Inter for body text — a pair that balances modern readability with structural authority.
1
1
Named brand colors
Named brand colors
2
2
Logo variants — primary & symbol
Logo variants — primary & symbol
3
3
Built from the ground up
Built from the ground up
Visual system
The logo consists of a primary version with a symbol and wordmark, as well as a standalone secondary symbol for limited spaces and digital contexts. The color system includes five named colors: Vault Green (#2E5242), Heritage Gold (#C9B37E), Liquidity Sage (#5E7D71), Dividend Gold (#FAAF40), and Ledger Black (#414042). The typography pairs Outfit Bold/Medium for headings with Inter Regular/Light for body text. The visual identity was applied to business cards with a curved symbol in Heritage Gold against Vault Green, phone background, facade sign, leather key tag with embossed logo, as well as a leather portfolio — all mockups showcased the identity's versatility and luxurious feel in physical materials.
Result
Capitello went from zero to a cohesive graphic profile with immediate recognition. The visual identity communicates what the brand needs to convey in a competitive industry: movement, precision, and trust. The brand is built to scale — from an icon in an app to a sign on a façade — without losing its character.
Deliveries
Primary logo (symbol + wordmark), secondary logo (standalone symbol), 5 color-defined brand colors with CMYK/RGB/HEX values, typography system (Outfit + Inter), logo variations on all background colors, business card, phone background, facade sign, leather key tag with embossing, leather portfolio with embossed logo, brand guidelines (do's/don'ts for logo usage).
Latest projects