Abstract

An eminent VC fund based in San Francisco with over $1.5b AUM, Abstract has emerged as a powerfully competitive and ambitious player in the crowded Silicon Valley landscape. The firm has developed a reputation for moving quickly and early, investing at the seed stage in industry darlings like xAI, Partiful, and Rippling. Abstract often works in partnership with industry behemoths like a16z, Sequoia, and Y Combinator.

Abstract sought an elegant new identity to reflect their industry standing as well as their warm, responsive and hospitable approach to supporting founders and growing businesses. Following an extensive competitor audit and interviews with the Fund’s most valued advisors and clients, our team worked directly with founder Ramtin Naimi to craft an elevated new visual and verbal identity to help distinguish the firm’s perception.

The brand’s logo is a simple, flexible, architectural statement. Inspired by the “A” of Abstract, the form can also be broken into its components for dynamic layouts, mirroring the firm’s adaptability as well as their dedication to helping build the businesses of the future in the same way they have built their own: brick by brick.

Our primary typeface, Marist, works in harmonious contrast with the mark, bringing a sophisticated legibility to all primary deliverables. Söhne is a final level of hierarchy: a wonderful, functional caption and web typeface with subtle detail.

Working with the wonderful Katie Thompson, we shot still lifes and team portraiture in the firm’s office. The art direction for both shoots followed our established strategy to bring tasteful, considered details to the fore with confident warmth.

The brand’s site is the public-facing culmination of the brand, communicating Abstract’s purpose with the concise, sophisticated clarity of the firm’s hardworking team.