Rock Canyon Capital

Rock Canyon Capital is a US-based hedge fund, offering a range of premium financial services.

Brand concept

This was created for an open contest on 99designs. As I like negative space as a concept, I created a canyon between the letters R and C, for Rock Canyon. The effect is accentuated by the use of a subtle gradient, also in keeping with red in Red Canyon.

I also created a minimalistic alternate, shown below, comprised of two sharp downward shafts, also to invoke a canyon, though more abstract. A similar gradient was used.

Here’s a caption style for an embedded image in WordPress.

Rock Canyon Capital



The fontface chosen is a heavy serif, rendered in capitals with the intention of giving a faint echo of the Wild West.

The minimalistic option appears to me slightly stronger and could survive losing the gradient. But the relative softness of the first and here main draft softens the mark overall, leaving the brand more approachable.

Format: Vector graphics
Software: Affinity Designer


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16 November 2015
Ian Douglas

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