SDR Capital
SDR Capital, named after the initials of founder Shefali Roy, is a London-based family office investing in finance, technology, and AI. The brand identity uses typography to express a practice grounded in conviction, precision, and a deliberate refusal to follow convention. The visual language, spanning identity and a pared-back single-page website, is built for a firm that moves through capital on its own terms.
General Sans (Frode Helland, Indian Type Foundry) provides the foundation: geometric, precise, composed. Xanh Mono (Lam Bao & Duy Dao, Yellow Type Foundry) counters it: monospaced logic that nods to the sectors SDR operates in, inflected by serifs that introduce warmth and wit. Together, they hold the identity’s essential tension: composed, yet restless.
The logomark stands apart. Millionaire Script (Raphaël Verona, Altiplano) draws on the calligraphic lineage of English Roundhand and George Bickham the Elder, set against “SDR.” in General Sans. The two typefaces are joined by a single dot: the full stop above becoming the tittle of the i below. Audacity and discipline, connected by a point.
