Foundation Capital is a leading Palo Alto venture capital firm with more than $3 billion in investment capital and investments in more than 200 ventures over the last 24 years. 28 of the companies it’s backed have gone to IPO including Netflix and Lending Club.

Foundation Capital approached C42D to help create a new brand to reflect their decades of unprecedented success. Foundation Capital needed an image that reflected its mission, values, and its spectacular new Palo Alto headquarters.


Our discovery sessions 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 a 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 also delivered in a powerful animated sequence. A comprehensive identity system was created that can flex to meet the needs of all brand touchpoints through a refreshed suite of corporate identity, marketing tools, comprehensive brand guide, and an asset library for the marketing team.


Working with C42D, we were able to achieve all our goals for our new brand — a highly flexible system and creative that goes beyond expectations. They were flexible, responsive and brought their great ideas and designs to life.