At GPFO, we believe that trust is built on a structure formed by hard work and commitment. This philosophy has guided us through the past decade and a half of being a focal point in the family office industry, and is at the core of our updated branding. We are proud to announce our updated branding, which better represents our how we support the family office community, while still honouring our roots.
Our new brand encapsulates having a foot in the past while also looking to the future. We have deep roots in the family office community, and we and our members are steeped in tradition. However, we recognize the need to evolve and grow with the times and continue to provide exceptional resources and support to our members. Our updated branding reflects this evolution, while still staying true to our core values.
The updated GPFO logo takes its arch shape from the previous iteration of our logo, supplying connective tissue to the past. The new tree icon represents our roots in the family office community as well as continued growth. Our name—Global Partnership Family Office—has been shortened to GPFO in order to increase its visual impact, especially crucial when appearing at smaller sizes. Reducing the name to our initials also plays to the common naming convention currently used in our literature and verbal communication.
"I'm pleased to see the visuals catch-up with perceptions from our members and the wider family office industry" Dr. Michael J. Oliver, Co-Founder of GPFO
Our new brand evokes a sense of tradition and history, while also representing our commitment to being champions of the family office. We understand the unique challenges that families face when managing their wealth, and we are dedicated to providing tools and best in class resources to enable this. Our updated branding reflects this commitment and our dedication to being a true partner to members.
"We represent more than just our members, we advocate for the whole family office industry, and too often it is perceived as stuck in the past" Craig Rochford, Chairman of GPFO
Being champions of the family office is an important aspect of our work at GPFO because we are advocating for the success and well-being of our members. By advocating for family offices and serving as a resource for our members, we are better positioned to help them achieve their goals and navigate the complex landscape of family office management. By being champions of the family office, we are not only serving our members, but we are also advancing the industry as a whole, which benefits everyone involved.
At GPFO, we are excited about our rebrand and the opportunity it presents to better represent our community and the wider family office industry. We remain committed to providing exceptional service and support to our members, and we are confident that our updated branding will help us to continue to be champions of the family office for years to come.
Q: Why did GPFO update its branding?
A: As the family office industry continues to evolve, it's important for us to evolve as well. Our updated branding better represents our work and our commitment to the family office community.
Q: What does the new logo represent?
A: The new logo features an arch shape from our previous iteration, symbolizing our connection to the past. The new tree icon represents our roots in the family office community, as well as our continued growth and evolution.
Q: What does it mean to be champions of the family office?
A: Being champions of the family office means advocating for family offices and serving as a resource for our members. By doing so, we are better positioned to help our members achieve their goals and navigate the complex landscape of family office management.