Founded in 2005, GSA Capital is a London- and New York-based quantitative finance firm specialising in systematic trading across global markets. Independent and science-driven, GSA combines pioneering technology with a collaborative culture that values curiosity and rigour. To stand apart from more corporate competitors and attract top quantitative and tech talent, Pentagram was commissioned to evolve the firm’s identity—bringing its iconic Möbius strip to life through motion and a refined visual language.

The Möbius strip, a symbol of infinite continuity, remains central to GSA’s brand—reflecting its generative approach and limitless perspective. A new symbol, crafted from impossible geometry, fuses mathematics and finance to express GSA’s pursuit of innovation and precision. Paired with the bold Neue Machina Plain wordmark, the logo embodies clarity, intelligence, and momentum.

A distinctive palette of Coral and Aqua highlights data flows—marking loss and gain, error and progress—while the visual system extends across digital and motion applications. Confident yet understated, Pentagram’s redesign captures GSA’s essence: a future-facing firm driven by science, collaboration, and a relentless curiosity to push the boundaries of quantitative finance.