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).