ABGF _ Brand Creation – Tom Hutcheon _ Branding Specialist + Design Director

ABGF _ Brand Creation

Logo Creation / Visual Identity / Brand Guidelines

A foundational brand for Australia’s first Business Growth Fund.

The Australian Business Growth Fund (ABGF) is a groundbreaking, government and major bank-backed entity providing an alternative to traditional loans and private equity for Australian SMEs. As a brand-new organisation, the fund required a deeply considered brand capable of spanning every single aspect of its operation – including brand strategy and values, corporate logo and identity system, verbal identity, brand guidelines, and website.

Direction

‘Backing business to thrive’ encapsulates ABGF’s mission to help Australian SMEs realise opportunity through intelligent funding and expertise. The visual identity centres on a bold, modern logo featuring a leaflet or bud, formed by exponential and logarithmic curves that symbolise growth and potential. These curves extend across the identity system, complemented by bold typography and a vibrant, high-contrast colour palette. Together, they convey confidence and forward-thinking, ensuring ABGF stands out in the traditionally conservative business finance landscape.

“It’s been great working with the team over the last 12 months to create the ABGF brand. Awesome creative work, flexible and straight talking – and great fun to work with.”

Anthony Healy _ CEO + Managing Partner – Australian Business Growth Fund