Tennyson Fund Solutions was a provider of full service fund administration services to hedge funds before another hedge fund management firm bought it up in 2009. However, the logo for the company, which I created, had a very interesting origin.
The company was named after Alfred Lord Tennyson whose poem The Brook was inspired by a stream that runs through the grounds of the founder’s estate. The three lines in the logo pay homage to this inspiration while incorporating a warmer, more personable and service-focused brand than many of the more traditional institutions in the hedge fund sector.
The visual identity was used for the launch of the company, on its stationery, website, press advertising and leaflets. The watery imagery was used further in advertising materials and really helped establish the brand.