The owners of North Road Capital Management wanted an Identity that would reflect who they are: contemporary, forward moving young people breaking out of the mold in their area. Spagnola & Associates' solution was to be bold and stand out in all aspects of design. We abbreviated the name to NorthRd to be more memorable and reinforce the directional feel. The mapping theme is repeated in the typeface, which is like roadway signage. The logo is presented in a large, aggressive way and corporate green is a natural, mossy tone that is friendly and inviting. The result is a very direct, contemporary look.