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Early stage venture capital group
Name, icon, and fully custom wordmark
Futuristic yet understated
The concept behind the icon is the foundation of a company (the square) being elevated by the fund (the circle).
One of the more difficult decisions was whether or not to drop the space between "proto" and "fund". Having no space creates in a cleaner aesthetic but introduces the risk of reduced legibility. Feedback from both designers and non-designers consistently showed no legibility issue. This is presumably because both words are highly recognizable (I only tested fluent English speakers, though).
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