Mitchell + Gandhi

MITCHELL + GANDHI
is a specialist investor in ambitious, entrepreneurial UK private businesses

The branding for Mitchell + Gandhi suggests an air of quiet confidence and established expertise. The plus symbol in the logotype connects the two surnames in place of an ampersand as a representation of many of the company's core values and approach: to add value; to position themselves as partners; to scale businesses; and to be as meticulous and precise as possible

in doing so. Discretion is integral to Mitchell + Gandhi's offering, since public knowledge of a company's intention to sell can affect its staff and share value. Imagery is desaturated and treated with a black overlay, with the plus symbol centrally applied. The typeface Larish Alte was selected as it blends classic and contemporary styles and has a striking and intriguing feel to it.