Three of My Favorite VC Brands

Chessin Gertler
2 min readNov 5, 2024

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Branding a venture capital firm is a nuanced challenge. A successful VC brand needs to convey the firm’s unique strengths and approach, distinguishing itself in a competitive and saturated market. Simultaneously, it needs the flexibility to capture a broad spectrum of investment opportunities, appealing to founders and all players in the dealmaking process. The goal is to create a distinct identity that signals specialization, wide-ranging investment capabilities, and the potential for ongoing, differentiated portfolio support — all while keeping the core message intact.

The brand identities of a most VC brands are pretty brutal but a select few strike this balance with style, vibe, and polish seamlessly in harmony. These brands are bold, taking calculated risks that reflect confidence grounded in rigor, expertise, and experience.

Here are three of my favorite VC brands:

Google Ventures

Strong, stylish, and a distinct but measured departure from its parent company. Check out this essay on the internal process that arrived at GV’s brand refresh.

Baukunst

Differentiated and art-forward, Baukunst’s brand resonates at a different frequency, making this young fund’s interest in design evident. Brand artwork by Zach Lieberman

Index Ventures

Clean, dialed work from the OG, Pentagram. Here’s the case study.

Bonus(es)

General Catalyst

GC’s rebrand just dropped. More Pentagram precision.

Liquid 2

L2 was the first Slope project I saw before joining. Love the minimal elegance mixed with deep blue color pallet. Here’s Slope’s case study on the project.

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Chessin Gertler
Chessin Gertler

Written by Chessin Gertler

Agency Director @ Slope | Founder @ Slé - movewithsle.com | Tech futures in climate, mobility, sport, and the human experience

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