The idea was to present the brand to its target audience as the best way to invest and manage wealth for the long term. This influenced the idea for the logo mark, inspired by an actual knot which allowed for multiple interpretations all geared towards the concept of a wealthy predictable future.

The multiple colours reinforced the brand name, Knot By Zai, giving a whiff of a plethora of successful outcomes. A simplistic san-serif matched paired with serif detailing serves as a unique typographic brand identifier