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New Logo and Identity for Index Ventures by Pentagram
 

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Noted Sep. 30, 2014 by Armin

Industry / Corporate Tags /

About

“In 1976, Gerald Rimer founded the firm’s forerunner, Index Securities. When his son, Neil, joined him in 1992 and the pair moved from bond trading to technology investing, Index Ventures was born. Our pilot fund was raised in 1996 and, that year, Neil, with his brother, David, and Giuseppe Zocco founded Index Ventures in Geneva. We opened offices in London in 2002, and in San Francisco ten years later.

We are a multi-stage international venture capital firm with deep sector expertise based in London, San Francisco and Geneva. Since 1996, we’ve teamed up with exceptional entrepreneurs in more than 30 countries who are using technology to reshape the world around us. The companies they’ve started include Aegerion, asos, Climate Corp, Criteo, Dropbox, Etsy, Genmab, Just Eat, King, Hortonworks, MySQL, Nasty Gal, Pure Storage, Skype, SoundCloud, Sonos and Supercell — among many others.”

Design by

Pentagram (London; Partner: John Rushworth)

Related links

Pentagram project page

Relevant quote
The new identity conveys Index Ventures' understated approach and distinct character. A striking, graphic symbol has been introduced that reflects the firm's strong, single-minded culture and style. The 'hand' serves as a visual metaphor of Index Ventures' qualities – subtle, supportive, and sensitive, but also inspiring, vital and versatile. The 'hand' is also playful, referencing our most technologically active body part and the firm's connection to the consumer world.

Pentagram project page

Images (opinion after)
New Logo and Identity for Index Ventures by Pentagram
Icon detail.
New Logo and Identity for Index Ventures by Pentagram
Stationery.
New Logo and Identity for Index Ventures by Pentagram
Promo items.
New Logo and Identity for Index Ventures by Pentagram
Brochure and t-shirt.
New Logo and Identity for Index Ventures by Pentagram
Office sculpture.
Opinion

This is quite a nice identity, starting with the icon. Hands are notoriously tricky to use as logos and in this absolute abstraction it becomes a lovely and minimalist rendition that at first is almost amorphous but then the hand comes into focus. I wish there were a few more of the illustrative hands built under and around the main icon, because those are really cool. The slab serif typography on the logo and applications is nice and the red, black, white, and tan color palette brings everything together in a bold and classy way.

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