Vantage Asset Management Inc.
Vantage Asset Management Inc. is an investment boutique founded by two partners. The company was incorporated in the spring of 2009 but has managed the fund within a larger organization for the past 5 years. Accordingly, although Vantage is a newly created business, the fund is effectively a “spin-out” of a larger, established entity.
Vantage’s track record is considered best-in-class. Despite difficult market conditions in recent years, the firm has demonstrated an ability to protect and grow capital in all market environments – an elusive skill set within the asset management industry (especially in 2008).
Providing investors with capital protection and capital appreciation is the company’s core value proposition - and also what attracts investors to the company's fund. As such, stability, professionalism and ability are key aspects of the brand.
The founders are in their late 30's with 15+ years (each) of relevant industry experience. The two partners take the responsibility of managing money for others very seriously - but importantly, they don't take themselves too seriously.
People who interact with Vantage regard the firm as friendly, approachable and capable. Intellectual arrogance has no place in Vantage – nor the professional and sometimes social behavior which can accompany such attitudes.
Vantage's target market is high net worth individuals (investors) and sophisticated institutions. The minimum investment into the fund is $150,000.
The average age of an investor is typically between 45-60, yet the ranges can be fluid (+/- 10 yrs on either side).
Investors tend to be global - not only within the North American market.
Simply explained, Vantage manages money for high net worth individuals and sophisticated institutions – both of whom are looking for specific skills and capabilities from those entrusted to invest their capital.
Vantage wants to brand the company with a unique logo that incorporates the company's name adjacent to the logo.
Given our target audience is ~50 years old, the brand cannot be too funky or abstract. However, at the same time, we don't want to be outright boring. We are looking to find a distinct mark that will stand out and reinforce the firm's core message: Stability, Professionalism, Ability.
In essence, we want the logo to be "cool" yet also "established" at the same time – catering to both the 30-40 demographic in addition to the 55+ crowd.
Ideally, we would like to have a distinct logo separate from the company name. We are open to exploring different fonts, colors and shading. Based on our experimentation to date, we tend to gravitate towards the company name Vantage in larger text written over the words Asset Management in smaller text with a line separating the two.
The meaning of the name “Vantage” is two-fold. Firstly, we believe in “out-working” the competition to find and evaluate investment opportunities. In this regard, “vantage” is a shortened version of the word “advantage” (i.e. establishing an advantage). Secondly, “Vantage” represents better perspective when interpreting market information. In other words, evaluating investment opportunities from a position of better perspective (i.e. a better vantage point).