Interactive

Ukraine – JKR Investment Group unveils new brand identity

By William - 14 December 2021

JKR Investment Group is to enter 2022 with new branding including a refreshed logo, added corporate colours, and visual elements designed to ‘reflect the company’s philosophy’.

Previously known as entertainment industry investor, JKR has decided to diversify its portfolio and leverage its expertise in new industries and companies that work in complex markets. Annual total revenue for the Group is expected to reach €162m.

A venture builder in companies including BETER Sport, BETER Live, Speed Media, and an investor in BETEGY, JKR is now set to focus on sectors such as logistics, EdTech, longevity, and other technology markets.

“Our previous look corresponded to the positioning of a venture builder, being conservative and formal,” said Alexander Gusev, co-founder, and CEO of JKR Investment Group.

“As we grew, explored the new markets, and shifted our profile from a builder to an investor, we needed a fresh look that would reflect our upgraded philosophy. JKR stands for Joker, and the new branding reflects his nature of outdoing oneself and lighting the fuse to blow up the conventional.”

The rebranding brief was to preserve the brand awareness raised in the industry so far and convey it in design. The refreshed JKR identity has a bold digital-like logo replacing the previous hand-written one. The new logo displays JKR’s expertise in the tech industry.

The ultraviolet from the previous version is associated with the company’s unconventional investment approach. The branding also introduces certain visual analogies that reflect the company’s investment philosophy.

A unicorn with a spark symbolises startups on fire for their ideas, while the dynamite reflects the passion and desire to light up founders’ inner fuse and disrupt industries. In addition, the design team added a gradient to the main visual objects, to demonstrate the flexibility of JKR’s identity.