AQR believes great investments take book smarts and street smarts, studying financial theory with an eye toward practical application. AQR has a restless, relentless curiosity about what makes the financial markets tick, but also has economic intuition, knowledge of market risk and financial theory, and real-world experience to turn ideas into actions.
We worked with AQR to develop a visual identity and positioning that would reflect this mindset. The identity is centered around the duality of book smarts and street smarts, combining symbols of academia and the literary world with those of the financial world to create an unexpected and refreshing voice.
Creative Director: Jane Boynton Work done while at Landor