McCarthy Capital is a private-equity firm founded in Omaha in 1986. They are a partnership of experienced investment professionals specializing in helping companies grow. McCarthy partners with entrepreneurs and businesses to provide capital, guidance, and strategic resources for long-term growth.

Recently, McCarthy approached Oxide about partnering to update their identity. In this industry, trust matters — and McCarthy Capital has been a trusted name for 31 years. Their established visuals were a very important starting place and completely reinventing their visual brand after so long was not something they were interested in.

Their previous identity centered around an M in a circle, a visual they wanted to keep. We went to work seeing how an update could keep that basic idea intact, and maintain the equity they’d worked hard to build. Having a specific starting point is sometimes helpful. Contrary to popular sentiment, having clearly defined parameters from the client can often make the creative process more precise, and yield better results.

McCarthy Capital old logo (left) and updated logo (right)McCarthy Capital previous logo (left) and updated logo (right)

We worked to develop an “M in a circle” solution that had more reasoning behind it, and provided McCarthy with a more unique, personalized identity. Upon presenting the concept to McCarthy, they agreed with our overall direction and rationale, but also offered a couple of suggestions for minor tweaks that ended up making a great logo even better.

Collaboration that includes not only everyone on our team but also extends to the client is something that makes Oxide Design Co. different from other firms. We think that collaboration with the client — listening to their invaluable input and drawing upon their unmatched experience — can help make great things even better.

Updated McCarthy Capital updated business papersUpdated McCarthy Capital business papers

The selected logo takes the M in a circle and re-imagines it in a strong serif. The updated logo is established, supportive, trusted — like McCarthy Capital. The new color palette takes its cues from their newly renovated offices: a sophisticated warm gray that alludes to the quality client McCarthy strives to work with, and a bold accent of navy blue that’s used sparingly. In addition to the logo, we also had the opportunity to update their business papers, website, and other marketing materials.

This was a unique project that involved direct collaboration with the client on something that they have intimate knowledge of: their own brand. Having their insights really helped to make this a logo update everyone can be proud of.