Two roads diverged in a yellow wood … and I took the one less traveled by, and that has made all the difference.
—Robert Frost

Yellow Wood Partners is a leading private equity firm committed to “taking the road less traveled” when it comes to investing in consumer brands and companies. GGB relied on the focused vision of the Yellow Wood team, adhering to visual mandates such as their iconic “Y” letterform. Within a tight conceptual range, GGB was able to explore legibility through color, readability through ligatures, and convey a range of feelings through simple changes to typography and letterforms. The result is an identity that is both assuring in its visuals and original in its sentiment.