The £10m has been committed by Michael Peters himself and a number of private investors, and is held by a new, separate company called Creative Capital Ventures.
The money will only be invested in clients of Michael Peters & Partners, allowing the agency an alternative way to charge for its services.
Privately-owned Ivan the Terrible is paying the agency on a part-fee, part-equity basis for its work on a forthcoming major international rebrand.
Peters said: "As a consultancy, we want to work in the most financially advantageous way for our clients and ourselves.
"For example, Ivan the Terrible is a brand with massive potential that we can help unlock with the right branding and communication and that is why we asked for a stake in the company rather than just taking a fee. We are truly in it together."
Peters launched Michael Peters & Partners, his third design agency, late last year.
He sold his second, Identica, to Cossette Communications Group in December 2004.
This month he released his new book 'Yes Logo -- 40 Years of Michael Peters Branding, Design and Communication'.