Overview

An established and vibrant venture capital firm in the technologies and life-sciences sector, MVM needed to shake their old generic identity and commit to something more sophisticated and much bolder. As a guilty member of the ‘just another DNA or atom logo’ club the first task was to think about a brand without an iconic to rely on to explain the company. We settled on a pseudo-iconic that was used without proportion around the logotype itself – more of a sense of movement than an illustration itself, the iconic was a suggestion of the six degrees of freedom. This element is used as a background element, in very low contrast and in printed material is a Spot UV Varnish against a background.

The logo borrows from the heaviest ideas of being established – having your name written in stone, and the letters have classic, sophisticated forms, spaced comfortably but with an air of authority. Using a very dark green-blue as a base, logo and text are either rendered blue on white, or white on blue, with an omnipresent pink gradient that lends significance and a touch of the contemporary to the otherwise very conservative brand. Companies in this sector rely on imagery to explain their message, even though their audience is primarily within their own industry. Future abstracts imagery and illustrations are used with the identity to ground the company in the now, rather than the has-been.