Proto Fund

Company:
Early stage venture capital group

Deliverables:
Name, icon, and fully custom wordmark

Intended Feel:
Futuristic yet understated

Status:
Unused

Icon Notes:
The concept behind the icon is the foundation of a company (the square) being elevated by the fund (the circle).

Wordmark Notes:
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).