Foundation Capital is a leading Silicon Valley venture capital firm with more than $2.4 billion in investment capital and investments in more than 200 ventures over the last 19 years. 23 of the companies it’s backed have gone to IPO including Netflix and Lending Club. Foundation invests across IT, fintech, martech, SaaS, cleantech and more.


One of Silicon Valley’s leading VC firms needed to update its branding to reflect it’s decades of unprecedented success. Foundation Capital needed an image that reflected its success, values, and its spectacular new Menlo Park headquarters.


We began by exploring the brand’s core values, mission. and positioning. Our discovery revealed a strong brand narrative and message to prospective founders: “We’ve walked the path of the founder; you won’t walk alone”. The narrative proved to be an essential storytelling anchor and conceptual guide for developing a new visual identity.

The brand’s final logotype is one of the brand’s most recognizable assets and is rooted in the collaborative nature of its work. The mark is delivered in a powerful animated sequence. We created a comprehensive identity system that can flex to meet the needs of all brand touch points through a refreshed suite of corporate identity, marketing tools, comprehensive brand guide, and an asset library for the marketing team.

We built the primary color palette using a black base, accented by a vibrant aqua and gray earth tones. We complemented this with a secondary palette inspired by the natural tones of their new Silicon Valley HQ. Typography is one of the brand’s most recognizable attributes. After completing the core identity, we created a refreshed suite of marketing tools consisting of custom business cards, stationery, PowerPoint templates, environmental signage, promotional items and event materials. We also developed a comprehensive brand guide and asset library for the marketing team.


The entire project culminated in a successful relaunch of the Foundation Capital brand. Foundation remains one of the leading venture capital firm in the Valley, and we’re proud to have had a role in shaping the identity of one of the best.