Pentagram: The Hand is the Brand

For almost twenty years, Index Ventures has been helping to shape how we see and interact with the world. As Europe’s leading venture capital firm, they have collaborated with iconic digital companies like asos, Dropbox, Skype, and Soundcloud.

To reflect their unique approach to investment, Pentagram’s John Rushworth and Eddie Opera have created a new identity and website for the firm.

The new identity by Pentagram conveys Index Ventures’ understated approach and distinct character. A striking, graphic symbol has been introduced that reflects the firm’s strong, single-minded culture and style. The "hand" serves as a visual metaphor of Index Ventures’ qualities – subtle, supportive, and sensitive, but also inspiring, vital, and versatile. The "hand" is also playful, referencing our most technologically active body part and the firm’s connection to the consumer world. The ‘hand’ symbol has been integrated across Index Ventures’ touchpoints.

Red and monochrome color palettes and typefaces, as well as asymmetrical layouts reflect the firm’s familial heritage and Swiss background.

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