The venture capital fund Inventure, which works with startups in Scandinavia and the Baltics, has unveiled an updated visual identity. The identity was developed by the Stockholm-based agency Bedow. The refresh aims to more accurately and boldly reflect the fund’s role as a partner that helps a select group of companies scale globally.
The new style contrasts with the previous neutral approach. In the past, Inventure used a calm, grotesque typeface and a careful split of the name, creating the impression of a proper, restrained investor. The updated logo works differently. It is built around the Varp typeface, set in uppercase and constructed as an ascending trajectory. The first part of the name stands firmly, then the line moves upward diagonally, evoking a moment of launch or takeoff. Broken angles and unexpected bends in the lower parts of the letters increase tension and create a sense of risk, without which venture capital is impossible.
The visual idea aligns with the fund’s philosophy, as expressed in the slogan “Ignite the few, accelerate the many.” Inventure focuses on a limited number of projects, expecting their growth to pull entire markets along. This principle is visible throughout the system. Slanted headlines, diagonal compositions, and fiery color transitions support the theme of a spark and acceleration.
The Varp typeface sets the rhythm for all communication. Texts are aligned at a constant 30-degree angle, forming a single vector and a sense of direction. Headlines feel tense and focused, conveying a sense of growth without decorative distractions. The color environment, inspired by flame, aligns with this direction and reinforces the feeling of internal heat from which a startup’s development begins.
The updated Inventure image stands out among typical visual solutions used by venture funds. It is not a calm investment fund but a statement of position, character, and readiness to take risks. The identity functions as a full-fledged tool of self-expression.