Discovery Ventures is an angel fund supporting early stage tech entrepreneurs around the globe. The name originates from lean startup methodology, where the Discovery phase is the most important phase in understanding the problem. The Discovery Ventures team places entrepreneurs and problems they solve front and center of their brand.
Wunderdogs joined Discovery Ventures to help create a founder-centric visual identity for the fund.
For the Discovery Ventures brand, we developed a concept “From Beta to Better” focused on searching for answers to the big and relevant problems Discovery loves to work on. The core of the concept is inspired by confident and creative thinkers with solution-oriented mindsets.
Conceptually, “From Beta to Better” is based on pragmatic thinking as a vehicle for discovery and success. The visual language plays on transparency and upward trajectories as a way to express progression and the journey towards a solution. We use simple graphic elements and bold typography to convey energy and self-confidence.
The logo design is anchored in our concept. The mark consists of 3 overlapping layers, as a strong visual reference to the leaps from one stage to the next in the startup journey. It forms an exponential curve to indicate the growth pattern of many Discovery Ventures portfolio companies.
The color scheme combines a calm and unsaturated blue hue with two vibrant and strong secondary colors to create contrast, balance visual hierarchy and align with the brand personality.
The brand tone is expressed by a simple, soft and accessible typography, which allows Discovery Ventures to be straightforward and tell their story clearly.
Photography selection and treatment, as well as custom iconography style play a key role in delivering a minimal and bold overall look and feel to the visual language, with a focus on the people.