GCP rebrands as Gravis to reflect track record

'Not just another acronym'

Gravis Capital Partners (GCP) has rebranded as 'Gravis' in a bid to differentiate itself from similar fund management houses.

The firm has today rebranded itself under the name 'Gravis' and a new company logo - a tortoise - to reflect its track record of slow but steady returns since it launched in 2008. The new logo pays homage to the children's fable The Tortoise and the Hare and the idea that "slow and steady wins the race" according to executive chairman and founder of Gravis, Stephen Ellis. He said: "The push to change was not wanting to be just another acronym. Many firms have 'Capital Partners' in their name which is often reduced as we were to GCP. We wanted to differentiate ourselves. "But the pu...