← The work · SH 100 · Compass Capital
A New Mark
Direction, deconstructed: the old compass breaks down to its needle, and the needle draws Compass Capital’s new mark — a minimal, connected, precise rebrand film.
01 The film
“Our previous mark captured direction.” Radial lines draw and rotate, rays converge into the old Compass Capital logo, and the claim lands: our new mark redefines it — minimal, connected, precise. The compass is taken apart step by step until only the needle remains: at its heart, the most essential part. The needle bends into the new mark, the wordmark sweeps across the screen letter by letter, the sub-brands line up — Capital, Investments, Ventures, Advisory — then the Arabic wordmark, the partner of choice, and the final mark builds.
02 The craft
- The deconstruction removes one element about every half second, so the compass visibly simplifies down to its needle.
- The film holds on its words for up to two seconds; every beat starts with the motion, never inside a pause.
- The wordmark sweep is huge, cropped type crossing black — the letters only read as they pass.
Palette
- #080808
- #363636
- #5a5a5a
- #7b7b7b
- #9f9f9f
- #c7c7c7
- #e3e3e3
- K1
- K2
- K3
- K4
- K5
- K6
- K7
- K8
- K9
- K10
