American Century Investments

American Century Investments approached us to reconsider their tree mark typography lockup. Originally crafted in the early 2000s during the emergence of digital influence, the logo's simplicity wasn't prioritized. With evolving platform considerations in mind, the marketing team requested exploration of a streamlined tree mark. We delved into various tree designs, from integrating "ACI" letterforms to abstract and less distinct concepts. Ultimately, the team recognized the value in retaining the original tree mark, opting for a refined and simplified rendition.