In the dynamic world of venture capital, where relationships and trust are paramount, Avataar Ventures embarked on a mission to not only provide financial support but also to be the trusted partner startups need to scale new peaks. Here's an inside look at how Tacit, a creative agency, collaborated closely with Avataar's co-founders, Mohan Kumar and Nishant Rao, to shape a brand identity that reflects their vision and values.
Tacit began by delving deep into Avataar's vision: to see India and Southeast Asia become thriving B2B product hubs for the world. This ambitious goal required more than just capital investment; it demanded a unique approach to support, including networks, sales and marketing strategies, and even product adaptations tailored to diverse regions.
Avataar Ventures faced the challenge of clearly and concisely communicating its ethos. They needed a brand identity that would not only set them apart but also encourage the right connections and expectations with startups.
Tacit's design journey commenced with a keen focus on the brand's visual elements.The heart of the brand identity is the logo, which needed to encapsulate Avataar's role as a guide and partner for startups. Tacit ingeniously combined the letters "A" and "V" to form a peak pointing upwards twice. This design choice conveys the sharpness of the financial journey, the idea of finding the way forward, and the continuous ascent—a metaphorical representation of Avataar's role as a Sherpa in the financial landscape.
Complementing the logo is a friendly and approachable wordmark. This typographic choice reinforces the user-friendly experience that Avataar provides to startups, highlighting their supportive nature. A distinct brand color was selected—a shade of night blue. This color choice stands out in the venture capital landscape and conveys a sense of commitment and strength. It reinforces the idea that Avataar is a steadfast partner in a startup's journey.
To ensure consistency across all brand expressions, Tacit developed comprehensive brand guidelines. These guidelines serve as a blueprint for Avataar Ventures' in-house design team, providing direction for creating a cohesive brand experience across websites, apps, and various touchpoints.
Avataar Ventures' brand identity is more than just a visual representation; it's a reflection of their commitment to helping startups reach new heights. By meticulously crafting a logo, wordmark, and color palette that align with Avataar's mission, Tacit has empowered the venture fund to communicate trust, optimism, and unwavering support. As Avataar continues to empower startups across India and Southeast Asia, their distinctive brand identity will remain a symbol of hope and guidance for those on their journey to success in the world of B2B SaaS.
