ASB Real Estate Investments (ASB), a division of ASB Capital Management, LLC, is a leading U.S. real estate investment management firm with more than $3.5 billion in gross assets under management for approximately 180 institutional clients. Headquartered in Washington, DC, ASB invests in major urban markets across the country, concentrating in office, multi-family, retail and industrial properties.


ASB’s original logo embodied their institutional focus and close proximity to Washington, DC. Although it evoked an ethical and authoritative tone, ASB’s brand identity resembled a government entity. Our creative solution was to retain the capital dome but soften it’s depiction with graduated tones and a blend of colors. Equally as important, we utilized a modern font and rearranged the hierarchy of the wording within, so as to create more of a condensed signature. The new logo was then applied to their stationery system, PowerPoint presentation, advertising, print collateral and graphic identity guidelines.




Identity Guidelines

PowerPoint Template

Stationery System

Word Template


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