Northpond Ventures
Building a Better Tomorrow

Situation
After decades in the venture capital space, Michael Rubin and Sharon Kedar founded Northpond Ventures, a global, science-driven venture firm. The founders of the $500MM+ fund set a clear mission to turn scientific breakthroughs into enterprises that transform lives and build a better tomorrow. They came to Pencil Worx in search of an identity as inspiring as their bold mission.

Solution
Collaborating with internal teams, we created a new mark to introduce the business with an energetic, forward-looking symbol. The depth of the shape speaks to the firm's depth of insight and impact. Throughout the visual system, the dynamism of the shapes highlight their commitment to advancing science and technology. Blue and vibrant green brand colors pay homage to the name, while celebrating their scientific acumen. Rounded letterforms feel human and fresh in the category. Supported by a strong positioning and purpose, the new visual identity launched to great success in November, 2018.

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