Spero, a venture capital firm working with innovative startups, has completely revamped its brand identity in collaboration with the agency Goodside. The project went beyond just a visual overhaul. The company has also redefined its communication style and approach to working with partners.
Spero invests in early-stage projects and supports teams working on technologies that will build a better future. The name derives from the Latin word spero, meaning “I hope.” A sense of hope and inner strength forms the foundation of the brand’s new identity.
The old logo featuring a stylized sun or hills is gone. In its place is an elegant cursive inscription with soft serifs. It lacks the clichés typical of the venture capital sector. The lettering looks personal, refined, and slightly unconventional. Thanks to this typography, the brand comes across as more independent and deeply involved in the growth of startups.
In addition to the wordmark, an abstract radial emblem has been added to the identity. The shape combines several associations at once. The compass refers to finding the right course. The sun evokes optimism and positive change. The circle adds the idea of continuous growth and development. As a result, the logo embodies the company’s philosophy, which combines big ideas with daily work and tangible results.
Instead of the cold tones typical of the financial sector, the designers chose dark green and soft sky blue. Their combination creates a calm and noble impression, without the rigidity often found in brands from the investment sector.
Following the rebranding, Spero began to be perceived as warmer and more human. The brand identity conveys the brand’s core message. Investments are directed not just to technology but also to ideas and people shaping the future.