CAL unveils exciting new brand logo and identity specialising in transforming family-owned businesses

In a strategic move, Sri Lanka’s most prominent investment bank, Capital Alliance (CAL) has augmented its portfolio of services and launched a new logo to reposition itself as a future-oriented company catering to family-owned businesses, whilst already providing financial expertise to institutional clients and high net worth entrepreneurs. 

Cementing itself in this exclusive niche, CAL has unveiled a brand-new identity that fittingly evokes its new positioning – as it is the only company which understands that a family business is a business family. CAL, with its proven track record of market innovation and exclusive competences in investment solutions, is the ideal partner for helping to plug these family-owned businesses into the next stage of growth and scale up the businesses. 

The core belief of the value of family is represented in CAL’s new logo, which depicts the interwoven layers of a nest. This symbolises protection and trust and the spherical egg which evokes wealth, continuity and endless possibilities to prosper. The new logo of a nest egg promises care and security for CAL’s clients who can rest assured they have entrusted their financial affairs in capable hands. 

This new brand identity better mirrors the brand qualities of CAL, which has an enviable workplace culture of employees who are nurtured as one family. The company has a refreshing approach to developing its people, thereby helping build an incredible team of professionals who understand the value of maintaining CAL’s impeccable reputation to reach new heights.

CAL’s core values of empathy, youthfulness, innovation, agility and advanced tech enables it to support its exclusive clients to make a transformation that accelerates business. Since inception, CAL has used its financial market expertise and keen understanding of client needs to deliver highly customised, innovative investment solutions for family-run corporations while retaining their family traditions.

Commenting on the new brand identity, CAL Group CEO Ajith Fernando said: “After 20 years of experience in investment banking and specialising in guiding family-run corporations, which are a prominent feature of Sri Lanka’s business landscape, our new logo brings out our empathy towards our clients, which is a core value we are known for. 

“At CAL, we understand that for a family, their business is not only about financial transactions, but an emotional investment that defines past and future generations. Our unique insight into the glue that holds families together strengthens our hand when it comes to being the preferred innovative partner in transforming and scaling up family-owned businesses to the next level. Our new transformative logo mirrors these qualities. 

“Our own transformational new logo is also a way of showing our clients that change is necessary to meet the complex evolving needs of the markets, while our record for nurturing long-term relationships across multiple generations of a family business makes us the ideal partner on their journey.”

CAL’s resolve and innovative nature in the face of a more demanding investment banking market have brought it much recognition and acclaim. CAL won a total of four prestigious awards at the Global Banking and Finance Review awards 2015, including ‘Best Investment Banking Company Sri Lanka’, ‘Best Investment Banking Solutions Provider Sri Lanka’, ‘Best New Asset Management Company Sri Lanka’, and ‘Fastest Growing Unit Trust Manager Sri Lanka’.

CAL’s reputation as Sri Lanka’s leading investment bank has been based on its pursuit of excellence in execution, research and product innovation, and developing a specialisation in originating, trading and investing in debt and equity securities since the year 2000. CAL first entered the market in the year 2000 as a registered debt dealer. Thereafter, it was appointed as a registered primary dealer by the Central Bank of Sri Lanka in 2003. The company asserted itself as one of only five non-bank licensed primary dealers in the country, and this standing authorises the company to distribute fixed income Government Securities to all investor categories including individual, corporate and institutional investors in Sri Lanka. 

Through the years, CAL has been able to develop a highly sought-after group of corporate clients, a factor that has contributed heavily to the company’s present stature and success.