At GV, we’re comfortable with risk. We provide venture capital funding and advice to bold, new companies who are pushing the boundaries of what’s possible by improving lives and changing industries. So when it came time to change the name of our firm from Google Ventures to GV late last fall, we saw it as the natural next step in a multi-year effort to evolve our brand.
Branding can be a huge undertaking for startups—we know because we work with them everyday and make plenty of mistakes. But there’s also a lot to be learned when things go right. In our case, the evolution felt organic (everyone called us GV already), and because our end-of-year summit was only a few weeks away, we had a hard deadline to keep the design work on track. We knew it wouldn’t be easy—in our experience, creating a new logo and visual identity rarely is—but what we didn’t anticipate is how important (and at times challenging) it can be to listen to your own advice.
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It’s important to note that we only worked on these refinements after we had explored and selected the most promising idea. Designers work this way naturally—explore, narrow, refine—but sometimes a similar workflow is hard to maintain throughout a project. Try designating a team member or project manager to keep things on track.
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