Black Ant

Building value and changing perceptions through an elegant brand

The challenge

When global investment manager Black Ant approached Living Group to create a distinctive visual identity, our challenge was to do more than develop a new logo. We were central to changing external perceptions of the business and its purpose. Rather than present Black Ant as a hedge fund – which it isn’t – our core brief was to focus the Black Ant brand as trusted, well-funded and hard working.

The solution

Retaining the unique Black Ant name, we crafted a quirky but distinctive identity featuring a stylistic representation of an ant’s head, complete with instantly recognisable antennae to reflect the Firm’s personable approach to investing and customer service.

We added the words ‘Investment Management’ to the brand marque to clarify the external positioning of the business, and introduced elegant leaf photography as a new brand asset, representing growth, detailed market knowledge and well-structured funds.

The result

Black Ant’s eye-catching identity has since been applied to a diversity of investor communications off and online. And, as part of an integrated approach to brand launch, we also secured valuable coverage for Black Ant across Europe, with company profiles in leading investor publications from EuroHedge to WealthBriefing.

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